Vivian Vance Cosmetics & Toiletries Line c1930s

In 1933, the New York-based company Preferred Toiletries, Inc. introduced a new line of cosmetics and toiletries under the name Vivian Vance. At the time, Vivian Vance was a rising stage actress, celebrated for her beauty and elegance. Though she would later gain widespread fame as Lucille Ball’s comedic sidekick, Ethel Mertz, on I Love Lucy in the 1950s, in the early 1930s, she was known primarily for her work in Broadway and theatrical productions, embodying the glamour and sophistication that made her an ideal candidate for a beauty brand.

The 1930s saw a growing trend of film and stage actresses endorsing beauty products, as audiences looked to Hollywood and Broadway stars for style inspiration. The rise of mass-market cosmetics meant that women could aspire to the same polished, elegant look as their favorite celebrities. If Vivian Vance was being marketed as a glamorous leading lady at the time, it would have made sense for Preferred Toiletries, Inc. to capitalize on her image.

Though it is unclear how directly involved Vivian Vance was in the creation of the line, such branding strategies were common in the era. Cosmetics bearing the names of Hollywood stars like Gloria Swanson, Joan Crawford, and Claudette Colbert were often released to boost sales and lend a touch of star power to beauty products. Vivian Vance’s 1933 toiletry line likely included essentials such as powders, lipsticks, perfumes, and creams, promising women the sophistication and charm of a stage actress.

Interestingly, this early beauty endorsement stands in contrast to the character she later became most famous for. As Ethel Mertz, Vance played a frumpy, middle-aged landlady, a role that downplayed her real-life elegance. This makes her 1933 cosmetics line a fascinating piece of forgotten history—a glimpse into a time when she was marketed as an ideal of beauty, rather than the comedic sidekick she would later become.

These are some vintage photos of Vivian Vance from the 1930s.

The Vivian Vance toiletry line, launched in 1933 by Preferred Toiletries, Inc., offered a carefully curated selection of beauty and grooming essentials designed to provide women with a complete regimen for skincare, fragrance, and cosmetics. The line catered to the beauty standards of the time, emphasizing fresh, youthful skin, soft floral scents, and a polished, elegant look reminiscent of the stage and screen actresses who inspired beauty trends during the era.

The collection featured cleansing cream, an essential step in removing makeup and impurities, likely formulated with rich emollients to keep the skin soft and supple. It was complemented by vanishing cream, a light, fast-absorbing moisturizer that left a matte finish, popular in the 1930s as a base for face powder. To further refine and refresh the complexion, the line included a face lotion, which may have been a gentle astringent or toner designed to tighten pores and prepare the skin for makeup application.

For fragrance, the Lilac Water offered a delicate, floral-scented splash, commonly used as a light body fragrance or after-bath freshener. Additionally, the collection included two perfumes—Parfum Bouquet, which likely contained a classic blend of various florals for a rich, feminine scent, and Gardenia perfume, a single-note fragrance highlighting the lush, creamy sweetness of gardenia blossoms, a popular choice in the era for its luxurious and romantic character.

The advertisement above was found in a 1933 edition of Modern Mechanix magazine.

The line also included shampoo, likely a mild, soap-based formula meant to cleanse the hair while maintaining softness and shine. For styling, brilliantine was offered—an oil-based grooming product used to add gloss and control to the hair, popular among both men and women for achieving the sleek, sculpted hairstyles of the 1930s.

Cosmetics were a major part of the collection, reflecting the glamorous makeup trends of the time. A fine face powder was included, designed to set makeup and create a smooth, flawless complexion, likely available in a range of shades to suit different skin tones. Lip rouge provided a rich, pigmented tint for the lips, following the bold, well-defined lip trends of the decade, while nail polish added the finishing touch, possibly in the deep red and berry hues that were fashionable at the time.

With its range of skincare, fragrance, and beauty essentials, the Vivian Vance toiletry line embodied the refined elegance of early 1930s Hollywood and Broadway glamour, allowing women to capture the allure of the stage in their own daily routines.