Victory Red Lipstick & the Importance of it, Plus Materials for Lipstick Were Scarce During WWII

It was in both countries, America and Canada, that the government encouraged women to wear Victory Red lipstick. Let’s delve in as to why, what this meant, and more!

During the Second World War, in both America and Canada, lipstick materials were in shortage, leaving women to become creative, since lipstick has sustained a powerful symbol of morale and normalcy on the home front. Upon the conclusion of the war, the “Victory Red” shape was worn by women in celebration, much like the Victory Rolls hairstyle, in celebration of having won the war. Materials shortages and factory conversions changed how lipstick was made and packaged, however women still sought red lips as a small, defiant ritual of femininity and confidence. 

Much like stockings, it was un-heard of, socially un-acceptable to leave the home without wearing lipstick. 

What lipstick represented

Wearing lipstick was framed as an act of resilience: a quick, visible way to “look like yourself” amid upheaval.

Advertisers and some governments encouraged women to keep up appearances as part of the war effort; beauty was sometimes cast as patriotic.

How the war changed production and use

Rationing and shortages.
Metals, fats and certain oils were rationed or re-directed to military use, which affected packaging and some ingredients. In places where cosmetics were scarce, lipstick became more prized.

Factory shifts.
Some cosmetic manufacturers re-purposed plants for war production (first‑aid kits, chemical components), reducing civilian output.

Re-formulation and packaging changes.
To conserve materials, companies simplified packaging and adjusted formulas when key ingredients were un-available.

Homemade and recycling.
Women improvised with homemade substitutes (e.g., vegetable dyes) and saved or re-melted old lipstick stubs, practices that could be un-hygienic or irritating.

Everyday practice and style

“Victory red.”
Bold red shades were especially popular because they read well in photos and on film and signaled confidence.

Practical application.
Compact, portable products (like pan‑cake make-up and small lipstick tubes) were favoured for convenience and economy.

Class and regional differences.
Availability varied by country and class; in some places lipstick was common, in others it was scarce and therefore more ceremonial.

I’m Stacey Hobbs, thanks for reading. Until next time!

do you feel fabulous today?