Chola Makeup: A Timeless Beauty Style That Transcends Generations
Chola makeup may not be the latest trend to take the beauty world by storm, but few have stamped their legacy quite as hard as this one. Hailing from the Chicano subculture of the 80s and 90s, this unique, flamboyant style remains eternally timeless, having gone on to heavily impact fashion, music, and modern beauty trends. So what is Chola makeup exactly, and why is it something we still get into to this day? In this guide, we’ll cover the history, signature elements, and contemporary examples of this game-changing style. Whether you’re a makeup enthusiast yourself or even just generally interested in cultural beauty trends, this will inspire you to tap into your inner Chola.
Chola Makeup: Cultural Roots
Before we go through the makeup itself, it’s vital to understand the roots of the Chola aesthetic. Chola describes the Mexican-American woman who was raise in the Chicano subculture, particularly in Southern California. The emergence of this subculture was a response, not only by way of identity and self-preservation but also manifested through an expression of the unique blend of their Mexican culture with that of urban America.
Chola makeup wasn’t just a beauty movement; it was a declaration of identity, power and defiance. The design was suitable for bold and dramatic and associated with confidence and self-assertion and was often worn by women who wanted not only to stand out but also to “claim their space” in a world that often dismissed them. Gradually, the Chola aesthetic transcended its cultural origins and emerged as a worldwide icon of empowerment and resistance.
Chola Makeup: The Key Elements
What is it about Chola makeup that makes it so distinctive? It’s all about the details. So what makes this iconic look HERS (yes, yes, yes)—Essential Punk?↓
Flawless, Matte Foundation
A Chola look begins with a meticulously painted face. The goal being a flat, porcelain-like finish that appears almost airbrushed. Women relied on full-coverage foundations blended out with powder to achieve that smooth, even-skinned look. Focus maintained on looking polished and put-together, not an ounce of shine in sight.
Sharp, Thin Eyebrows
The eyebrows are arguably the most signature part of Chola makeup. Brows were penciled on or pomaded thin and very arched. The brows were painted slightly longer than the natural brow shape to an almost graphic effect. This look was a far cry from the thick, natural brows that are favored today, but it was undeniably striking.
Dark Eyeshadow with Bold Eyeliner
Chola makeup was centered around the eyes. They painted bold winged eyes in thick black eyeliner, often reaching to a sharp cat eye. Dark brown, gray or black eyeshadows blended into the crease to add depth, and the lids were left neutral or with a hint of shimmer.
Nude/Brown Lip Liner & Gloss
Lips were another defining look of Chola. Women would outline their lips with a dark brown or nude pencil and overdraw slightly to make their lips look fuller. The lips were then filled in using a glossy, neutral shade that shifted toward browns or light pinks. This smiledy pout was both soft and defined, pairing well with the properly made-up Schumer eyes.
Blush and Contour
Add subtle contouring and blush, though on Chola makeup, the emphasis seemed more on the eyes and lips. The boy brow was brushed on, and cheekbones were chiseled with a warm bronzer, topped with soft pink or peach blush. The result was both sculpted and natural-looking.
There Are Good Reasons Why Chola Makeup Still Matters
Although Chola makeup originated several decades ago its impact is felt in current beauty fads. Here’s how and why this style keeps finding an audience with so many people:
It’s a Symbol of Empowerment
Chola makeup has never been only about looking good for Chola women but feeling bad-ass. The in-your-face style is a call to make no apologies for being you and to hold your head high and take pride in who you are. In a world where so many forces in our lives dictate how women should look, Chola makeup unapologetically embraces the most powerful form of self-expression.
It’s Timeless
Trends rise and fall, but Chola makeup has proven to have staying power. That combination of drama and sophistication amounts to a clean look that can easily be adapted to whatever modern tastes require. Chola makeup never goes out of fashion, so whether you’re aiming for a full-on retro vibe or just a subtle nod, we’ve got you covered.
It honors cultural history
For many, Chola make up is a form of homage to their culture. It’s also a reflection of the strength of the Chicano community and a testament to the lasting impact of Latinx culture on international beauty standards.
How to Achieve a Modern Chola Makeup Look
Want to experience Chola makeup for yourself? Here’s how to get a contemporary take on this classic aesthetic, step by step:
Step 1: Prep Your Skin
Begin with a fresh, moisturized face. Perfect a slightly bronzed base with a primer.
Step 2: Apply Foundation
Apply a high coverage, matte foundation for a flawless finish. Set it with a translucent powder to set the look and help avoid shine.
Step 3: Define Your Brows
Draw on thin, arched brows with a dark brow pencil or pomade. Cut the tails a bit longer, for more of a dramatic effect. Lock them into place with a clear brow gel.
Step 4: Create Striking Eye Makeup
Use a dark eyeshadow for your crease and blend out. Switch to a liquid liner in black for a classic sharp winged eyeliner. Complete the look with a few coats of volumizing mascara or false lashes for extra drama.
Step 5: Sculpt Your Face
Use a bronzer on your cheekbone, jawline, and temples. Use a soft blush on the apples of your cheeks for a natural flush.
Step 6: Perfect Your Lips
Overdraw the lips, if you want, or line them with a nude or brown pencil. Top with a shiny lipstick or lip gloss in a neutral shade.
Chola Makeup in Pop Culture
Chola glam has been incorporated, stylized and glamorized as chola makeup in mainstream pop culture, filtering into music videos, movies, and high-fashion runways. Fergie, Gwen Stefani and Kali Uchis have all paid tribute to the look, and brands like MAC Cosmetics have put out collections inspired by the Chola aesthetic. This widespread awareness is a testament to how the look still resonates.
Final Thoughts: Channel Your Inner Chola and Go Bold
Chola makeup is a cultural icon that is here to stay—more than just a beauty trend, it is a style that persists through time and inspires a generation. Its signature silhouette, other-worldly color palettes and bold accessories are a living homage to individuality, strength and heritage, and remain ever-popular with anyone who dares to make a statement. Whether you’re going for the tried and true or putting your own contemporary twist on it, Chola makeup is a strong way to express yourself and pay homage to a beautiful lineage.
So the next time you kind of want a makeup look that’s equal parts fierce and fabulous, why not try channeling your inner Chola? This iconic style with its perfect base, sleek brows and loud eyes is sure to grab attention and leave an impact.
