Historically, the absence of regulation of the manufacture and use of cosmetics, as well as the absence of scientific knowledge regarding the effects of various compounds on the human body for much of this time period, led to a number of negative effects upon those who used cosmetics, including deformities, blindness, and, in some cases, death. Although harmless products were used, such as berries, and beetroot, many cosmetic products available at this time were still chemically dubious and even poisonous. Examples of the prevalent usage of harmful cosmetics include the use of ceruse (white lead) throughout a number of different cultures, such as during the Renaissance in the West, and blindness caused by the mascara Lash Lure during the early 20th century. During the 19th century, there were numerous incidents of lead poisoning due to the fashion for red and white lead makeup and powder, leading to swelling and inflammation of the eyes, weakened tooth enamel, and blackened skin, with heavy use known to lead to death.[10] Usage of white lead was not confined only to the West, with the white Japanese face makeup known as oshiroi also produced using white lead. In the second part of the 19th century, scientific advances in the production of makeup lead to the creation of makeup free of hazardous substances such as lead.[citation needed] Throughout the late 19th and early 20th centuries, changes in the prevailing attitudes towards cosmetics led to a wider expansion of the cosmetics industry. In 1882, English actress and socialite Lillie Langtry became the poster girl for Pears of London, making her the first celebrity to endorse a commercial product.[11] She allowed her name to be used on face powders and skin products.[12] During the 1910s, the market in the US was developed by figures such as Elizabeth Arden, Helena Rubinstein, and Max Factor. These firms were joined by Revlon just before World War II and Estée Lauder just after. By the middle of the 20th century, cosmetics were in widespread use by women in nearly all industrial societies around the world, with the cosmetics industry becoming a multibillion-dollar enterprise by the beginning of the 21st century.[13] The wider acceptance of the use of cosmetics led some to see makeup as a tool used in the oppression and subjection of women to unfair societal standards. In 1968, at the feminist Miss America protest, protesters symbolically threw a number of feminine products into a "Freedom Trash Can",[14] with cosmetics among the items the protesters called "instruments of female torture"[15] and accoutrements of what they perceived to be enforced femininity. As of 2016, the world's largest cosmetics company is L'Oréal, founded by Eugène Schueller in 1909 as the French Harmless Hair Colouring Company (now owned by Liliane Bettencourt 26% and Nestlé 28%; the remaining 46% is traded publicly). Although modern makeup has been traditionally used mainly by women, men also use makeup to enhance their own facial features or cover blemishes and dark circles. The negative stigma of men wearing makeup in countries such as the United States has weakened over the years, with the number of men using makeup increasing in the 21st century.[16] Cosmetics brands have increasingly targeted men in the sale of cosmetics, with some products targeted specifically at men.[17][18] Lead has been used as a makeup product since the 18th century. It is said to be lethal to women who apply it daily to achieve a pale complexion representing nobility, as tanner skin represents the working class. Lead can be detrimental to people's health and cause death if mixed with vinegar which it allows lead to be absorbed through the skin.[19] Types of cosmetics Nail art Though there are a large number of different cosmetics used for a variety of different purposes, all cosmetics are typically intended to be applied externally. These products can be applied to the face (on the skin, lips, eyebrows, and eyes), to the body (on the skin, particularly the hands and nails), and to the hair. These products may be intended for use as skincare, personal care, or to alter the appearance, with the subset of cosmetics known as makeup primarily referring to products containing colour pigments intended for the purpose of altering the wearer's appearance; some manufacturers will distinguish only between "decorative" cosmetics intended to alter the appearance and "care" cosmetics designed for skincare and personal care. Most cosmetics are also distinguished by the area of the body intended for application, with cosmetics designed to be used on the face and eye area usually applied with a brush, a makeup sponge, or the fingertips. Cosmetics can also be described by the physical composition of the product. Cosmetics can be liquid or cream emulsions, powders (pressed or loose), dispersions, or anhydrous creams or sticks. Decorative Broadway actor Jim Brochu applies makeup before the opening night of a play Primers are used on the face before makeup is applied, creating a typically transparent, smooth layer over the top of the skin, allowing for makeup to be applied smoothly and evenly. Some primers may also be tinted, and this tint may match the wearer's skin tone or may colour correct it, using greens, oranges, and purples to even out the wearer's skin tone and correct redness, purple shadows, or orange discolouration respectively. Concealer is a cream or liquid product used to conceal marks or blemishes on the skin. Concealer is typically the colour of the user's skin tone and is generally applied after the face has been primed to even out the wearer's skin tone before foundation can be applied. Concealer is usually more heavily pigmented, has higher coverage, and is thicker than foundation or tinted primers. Though concealer is often more heavy duty in terms of pigment and consistency than foundation, a number of different formulations intended for different styles of use, such as a lighter concealer for the eyes and a heavier concealer for stage makeup, are available, as well as color-correcting concealers intended to balance out discolouration of the skin specifically. Foundation is a cream, liquid, mousse, or powder product applied to the entirety of the face to create a smooth and even base for the user's skin tone. Foundation provides a generally lower amount of coverage than concealer and is sold in formulations that can provide sheer, matte, dewy or full coverage to the skin.[5] Rouge, blush, or blusher is a liquid, cream, or powder product applied to the centre of the cheeks with the intention of adding or enhancing their natural colour. Blushers are typically available in shades of pink and red or warm tan and brown, and may also be used to make the cheekbones appear more defined.[5] Bronzer is a powder, cream, or liquid product that adds colour to the skin, typically in bronze or tan shades, intended to give the skin a tanned appearance and enhance the colour of the face. Bronzer, like highlighter, may also contain substances providing a shimmer or glitter effect,[5] and comes in either matte, semi-matte, satin, or shimmer finishes. Unlike bronzer, the purpose of contour is to help emphasize your facial features by adding depth.[20] Highlighter is a liquid, cream, or powder product applied to the high points of the face, such as the eyebrows, nose, and cheekbones. Highlighter commonly has substances added, providing a shimmer or glitter effect. Alternatively, a lighter toned foundation or concealer can be used as a highlighter. Eyebrow pencils, creams, waxes, gels, and powders are used to color, fill in, and define the brows.