In the 15th century, upper-class ladies of northern Europe painfully plucked their hairline to make their foreheads seem higher, and scraped their hair back under an elaborate headdress. In the 16th century, after Francis I of France accidentally burned his hair with a torch, men began to wear short hair and grew short beards and moustaches. In the 18th century fashionable wealthy men wore white-powdered wigs tied back into a long braid at the back of the neck and encased in a black silk bag. The puritanical Victorian era advocated a modest, natural beauty, restrained and without makeup. Middle- and upper-class women used cosmetics less, but did not abandon them completely. uring the Roaring Twenties, societal trends reacted against the puritanical Victorian standards of beauty. Popular new short bobbed, waved or shingled hairstyles symbolized the growing freedom of women. Throughout the 1930s and 1940s, Hollywood starlets continued to set the trends in women's fashion. n the early to mid-1960s women reacted against the time-consuming, complex hairstyles of the '50s and opted for more practical short styles. The social revolution spawned in the 1960s took root in the '70s, and the standards of beauty reflected this upheaval. In the 1980s the age of excess was easily translated into hairstyles, in general the bigger, the better. In the 1990s standards of beauty were incredibly diverse and constantly changing. Model Kate Moss created a disturbing standard of extreme thinness, sometimes referred to as heroin chic from the strung-out, emaciated appearance of the face and body.