The 1920s are the moment when the World really became modern. Many significant changes occured during this decade. Women take a new role in society engaging in a more liberated lifestyle.

Fashion will translate this changes, both social and technological. New materials and an increase in clothing manufacturing will enable all social classes to have access to the same style of clothes. It is the beginning of the democratisation of fashion.

The cosmetic industry is now solidified and expanding, changing women's perception about their needs and their own beauty.