In the mid-1940s, several teen books and magazines stressed that men prefer a natural look over a made-up look. Books and magazines also warned girls that wearing cosmetics could ruin their chances of popularity and a career. The implication of these articles was that lipstick and rouge were for teen girls who acted very provocatively with men.
Despite the increased use of cosmetics, it was still associated with prostitution. Teen girls were discouraged from wearing cosmetics for fear that they would be mistaken for “loose” girls or prostitutes.
By the 1950s, movie actresses Marilyn Monroe and Elizabeth Taylor helped bring back dark red lips. A 1951 survey revealed that two-thirds of teenage girls wore lipstick.