text: During the late 1800s, the Western cosmetics industry began to grow due to a rise in "visual self-awareness", a shift in the perception of color cosmetics, and improvements in the safety of products. Prior to the 19th century, limitations in lighting technology and access to reflective devices stifled peoples ability to regularly perceive their appearance. This, in turn, limited the need for a cosmetic market and resulted in individuals creating and applying their own products at home. Several technological advancements in the latter half of the century, including the innovation of mirrors, commercial photography, marketing and electricity in the home and in public, increased consciousness of ones appearance and created a demand for cosmetic products that improved one's image.
  Face powders, rouges, lipstick and similar products made from home were found to have toxic ingredients, which deterred customers from their use. Discoveries of non-toxic cosmetic ingredients, such as Henry Tetlows 1866 use of zinc oxide as a face powder, and the distribution of cosmetic products by established companies such as Rimmel, Guerlain, and Hudnut helped popularize cosmetics to the broader public. Skincare, along with "face painting" products like powders, also became in-demand products of the cosmetics industry. The mass advertisements of cold cream brands such as Ponds through billboards, magazines, and newspapers created a high demand for the product. These advertisement and cosmetic marketing styles were soon replicated in European countries, which further increased the popularity of the advertised products in Europe.