The Case of Maud Pototschnig and Cosmetics in Interwar Zagreb

Abstract

The social changes that took place after the end of the First World War introduced, among other things, some new forms of entertainment, ways of spending free time, dressing and beautifying, which was particularly evident in large cities like Zagreb. The contours of the new lifestyle in the cities were drawn on the pages of popular newspapers, such as the Svijet magazine, which followed and transmitted trends from abroad, especially Western European countries and the United States. Consequently, the popularity of cosmetics also increased, which was manifested in the founding of a number of companies for the production and distribution of cosmetic products, as well as in the emerging of beauty salons. The absence of clear boundaries between the professional domains of beauticians and medical specialists, specifically dermatologists, became a serious problem for the authorities. The work of the institute for beauty care of the Zagreb beautician Maud Pototschnig has been analyzed and presented as an example that illustrates certain aspects of the problem related to the appearance and activity of beauty salons in those years.