Gala of London

Gala of London started out as a lipstick for the British version of Outdoor Girl, a cosmetic range introduced in the United States in 1928. In America, Outdoor Girl was manufactured by the Crystal Chemical Company, a business organised by Myram Picker [1881-1950] who held the positions of secretary and general manager and later became president of the company.

Stanley Picker

Born in New York, Stanley Picker was the only son of Myram Picker and Edna Krystol [1880-1965]. He graduated from the New York University Engineering College and followed this with a Master of Business Administration (MBA) from Harvard University. After making a number of trips to Britain with his father in the early 1930s, he became a company director of the British brands. He remained in Britain throughout the Second World War and made his home there.

Outdoor Girl was positioned as a budget brand with many of its cosmetics selling in small 10 cents sizes in America. Mryam Picker had wanted to move Outdoor Girl into larger, more expensive sizes but had sold the company in 1935 before he could implement this plan. When Outdoor Girl arrived in Britain in 1931 its cosmetics were also also available in smaller, cheaper sizes, as well as regular, but as the British economy improved in the late 1930s Outdoor Girl began emphasising larger versions. These larger versions were later marketed as Gala-sized and this led subsequently to the creation of the Gala of London brand.

Gala

In 1938, the British Outdoor Girl began selling its first Gala-size Outdoor Girl cosmetics, a lipstick in a twist-up chromium case. Like other Outdoor Girl lipsticks it contained olive oil and appears to have been produced in the same shades – including Lido, Orange, Boulevard, Naturelle, Everglades, Miami, Riviera Tan, Cyclamen, and Ember – but was distinguished from other Outdoor Girl lipsticks through its packaging. It was housed in brightly-coloured boxes decorated with streamer motifs, a streamer also being used to create the Gala name.

Above: 1939 Outdoor Girl Gala Lipstick.

In 1939, Outdoor Girl began packaging its face powder in a new, easy-to-pour, no-spill box invented by Leslie Charles Bithrey (GB patent: 526,402, 1939). A larger Gala-sized box of this powder was added in 1940 which introduced a second product into the Outdoor Girl Gala range. Like the Gala lipsticks the Gala powder boxes were decorated with streamer motifs.

1940 Outdoor Girl Gala Lipstick and Face Powder

Above: 1940 Outdoor Girl Gala Lipstick and Gala Face Powder. Note the see though window to see the powder shade and the plugged opening in the bottom right of the box which was used to pour the powder into a powder bowl.

Early Outdoor Girl lipstick shades were selected according to a woman’s type, i.e., her colouring, but this changed in 1936 when Outdoor Girl began recommending that cosmetics should be matched with clothing colours instead. The new Gala lipsticks and face powders also promoted this idea.

Above: 1941 Outdoor Girl Gala Matched Make-up for Ember, Lido, and Cyclamen shades (London College of Fashion).

After the Second World War broke out in September, 1939, Britain became increasingly isolated and many materials became hard to source. However, this did not stop further developments of the Gala range. By 1942, it had lost its connection with Outdoor Girl and had Gala Facial Cream added to the line. There were also plans to add Gala Rouge, and Gala Cosmetique to the series but they may have been casualties of war shortages.

Post war

The story of Gala of London becomes more interesting after 1945. The separation of Outdoor Girl and Gala was formalised with the establishment of Gala of London Ltd. (capital £1,000) in 1946, followed by the opening of the Gala Shop at 48-49 Burlington Arcade, Piccadilly, London in 1947. Manufacturing and distribution of Gala cosmetics, along with Outdoor Girl, and Miner’s, was still conducted by Crystal Products and Myram Picker respectively but both firms moved to a new factory and office block at Hook Rise, Kingston by-pass, Surbiton, Surrey in 1945.

After the war, the British Government introduced a range of export inducements to build up its depleted foreign reserves. By the end of the decade, Gala was shipping its products to a number nations to the British dominions as well as Europe but, as far as I can tell, no attempt was made to market Gala in the United States.

Products

In 1946, Gala replaced its current series with a range of new products. By the end of 1947, this included a wide range of make-up along with some basic skin-care cosmetics. Some of these products were also produced in Junior sizes. These smaller, cheaper versions of Gala cosmetics, initially package in the older Gala design, were a reflection of the poor economic state in Britain at the time.

Above: c.1947 Gala Junior cosmetics (London College of Fashion).

Skin-care

The first new cosmetics introduced in 1946 were skin-care creams and lotions – a cleansing lotion, astringent, vanishing cream, and nourishing night cream – to supplement Gala’s original Facial Cream.

Gala Facial Cream: “Rich in vegetable oils it is ideal for all types of skin and its double action of cleansing and nourishing makes it extra valuable.”
Gala Lotion: “[A] perfect cleanser, much lighter than facial cream. Use it for cleansing in the morning.”
Gala Tonic: “[T]o close the pores and combat oiliness.”
Gala Foundation Cream: “Soft and supple. It is a non-greasy normal-type vanishing cream that holds powder for hours.”
Gala Conditioning Cream: “[O]ut-of-condition skin needs this non-greasy skin food. It disappears right into the skin, and is thus an ideal bedtime cream. … [It] should be used regularly each night to nourish the tissues while you sleep.”

Collectively, these could be used to get the skin ready for Gala make-up with Gala Conditioning Cream for use as a night cream.

Grooming is the first part of beauty. GALA says that it’s just a matter of a few simple routines, some intelligent rules—sternly followed. GALA offers the preparations to give your skin the care it deserves—deep-penetrating GALA Facial Cream for cleansing, brisk GALA Tonic to close the pores and combat oiliness, and soft. rich GALA Conditioning Cream for nourishing. GALA’S wonderful creams create the perfect skin texture for all GALA’S other preparations.

(Gala advertisement, 1947)

Make-up

The Gala make-up range continued to be organised around the lipstick shade a woman chose which, as previously mentioned, was selected to match her clothing.

Hair or skin are no longer the guides to lipstick colour. Gala is actively promoting the verdict of fashion stylists that harmony of lip colour with clothes is essential. Whatever colour clothes a woman wears she should wear the shade of lip colour that matches or complements it.

(Gala trade advertisement, 1948)

Lipstick and rouge

By 1947, Gala was selling ten shades of lipstick each packed in its own individual box – Cyclamen, Blaze, Chestnut, Red Bunting, Red Sequin, Heart Red, Lantern Red, Cock’s Comb, Heavenly Pink, and Ballet Pink, with Precious Ruby, and Sea Coral added in 1948, and Young Pink in 1949. Women could sample the shades in the Colour Room of the Gala Shop in the Burlington Arcade.

1947 Gala Lipsticks in individual cartons

Above: 1948 Gala Lipsticks in individual cartons (London College of Fashion).The lipsticks formed a lipstick wardrobe so Gala expected outlets that sold its cosmetics to stock all of the shades (London College of Fashion).

Gala rouges were toned with the Gala lipsticks. The lipsticks came in four colour groups – Coral-toned, Red-toned, Pink-toned, and Blue-toned – and Gala produced both cream and powder rouges in four shades – Coral-Tone, Red-Tone, Pink-Tone, and Dusk-Tone – one to go with each of the four lipstick groups.

In 1948, Gala added Lip Line, a slimline interchangeable lipstick in a gold case designed by Stanley Picker. Used as an alternative to the regular twist-up case it could outline and then fill in the lip with colour. It was also interchangeable so colours could be swapped in and out as desired.

Above: 1948 Gala Lip Line (London College of Fashion).

Lip Line: “Not a pencil, not a brush, but the slimmest lipstick ever to be made. Giving the steadiest, deftest control in application, and the marvellous new idea of interchangeable colours.” Shades: Cyclamen, Blaze, Chestnut, Red Bunting, Red Sequin, Heart Red, Lantern Red, Cock’s Comb, Heavenly Pink, Ballet Pink, Precious Ruby, and Sea Coral, with Young Pink added in 1949.

Foundation and face powder

In the same way that Gala dismissed choosing lipstick colour by type, Gala promoted the idea that women could vary their foundation and face powder as they wished. They were no longer restricted to matching it to their skin tone. This was not a new idea, Elizabeth Arden had been saying something similar back in 1931.

[W]omen [are free] to vary their complexion colour just as they vary their clothes and lipstick colours. Fashion experts proclaim that women are no longer types condemned to wear the shades someone says they must wear. On the contrary, women are free to alter their complexion tone by using a tinted foundation to create whatever skin colour they desire.

(Gala trade advertisement, 1948)

Eye make-up

Gala sold two forms of eye make-up in the years immediately following the war, a block/cake mascara, previously referred to as a cosmetique in Black, and Brown shades and an eye shadow in Grey Mist, Sky Blue, and Sea Green shades. Both products were sold in white plastic containers.

Nail polish

In 1948, Gala added a nail polish range, Gala Nail Colour, in the same shades as its lipsticks. I have no record that the company sold a polish remover but it seems likely that they did so, and there is one image that seems to support this.

Gala nail polish was Initially packaged in standard screw-top bottles but a distinctive non-spill ‘tumblejack’ bottle with a long handle was launched in 1949. Gala also adding long handles to its standard nail polish bottles, something Revlon had done back in 1947.

Nail Colour: “You’ll love this unique bottle that you simply cannot spill . . . and the long, graceful stem that gives easy control in application.” Shades: As for Gala lipsticks.

1950s

Myram Picker died in London in 1950. After escorting his mother back to New York, Stanley Picker returned to London to further develop the business in Britain.

There was no immediate change in the arrangement of the various companies. Manufacturing of all the cosmetics in the group from Miner’s, Outdoor Girl, and Gala was still carried out by Crystal Products and Myram Pickers continued to act as distributors.

The shop in the Burlington Arcade was refurbished in 1953 and a manicure school was opened there in 1955.

Products

Gala introduced its first fragrances in 1952 incorporated into perfume sticks, solid toilet waters, and talcum powders. Each product was produced in six perfumes – Heavenly, Ballet, Sequin, Blaze, Lavender, and Cologne – each tinted in a different pastel shade for easy identification. A liquid perfume in a dagger-shaped flash and a three-cornered beauty soap, each also produced in six fragrances were added the following year along with smaller sizes of the perfume sticks, solid toilet waters, and talcum powders.

Skin-care

The addition of the skin-care range allowed Gala to offer basic facial/make-up treatments and manicures in the Blue Room of the shop in Burlington Arcade.

Above: 1950 Gala beauty treatment. 1. Cleansing. 2. Massage. 3. Astringent Mask. 4. Make-up (London College of Fashion).

For a comprehensive beauty treatment the client is first tucked in comfortably with blankets, her make-up removed and her skin deep-cleansed. Then comes half an hour’s facial massage followed by a face pack. After fifteen minutes’ relaxation, the mask is removed and she is given a new make-up keyed to the clothes she is wearing. Manicure follows with harmonizing nail varnish and a final hand massage.

(Gala advertorial, 1950)

There were two further developments on the Gala skin-care range in the 1950s. In 1952, Gala introduced Gala Hormone Cream for women who were over thirty containing 8,000 international Units (IUs) of Oestrone per ounce. Gala followed this with hormone versions of Gala Hand Lotion, Foundation Cream, Gleam, and Base Cream in 1955 also made with 8,000 IUs of Oestrone per ounce. These were packaged in black glass jars to distinguish them from the regular lines.

Hormone Cream: “[F]or night-time skin care.”
Hormone Lotion: “[F]or extra hand care or all-over body use.”
Hormone Foundation Cream: “[U]ntined day cream.”
Gleam with Hormones: “[T]inted liquid foundation for extra-dry skins.”
Base with Hormones: “[T]inted cream foundation for normal or dry.”

In 1957, Gala rationalised its hormone series, reducing it to three – Gala Hormone Night Cream, Gala Hormone Day Cream, and Gala Hormone Lotion, the later being suitable for both day and night use. These were more concentrated than the original series and now contained 10,000 IUs of Oestrone per ounce

In 1957, Gala also debuted its Golden Moisture Series with added vitamins for dry skin types. Unlike many other ‘moisturisers’ of the period, Golden Lotion, packaged in a non-spill squeeze bottle, and Golden Cream, packed in a lightweight pearl-plastic jar, promised to add moisture not oil to dry skin.

In countless cases, dry skin craves not oil but moisture and for these, GALA have created two new scientific preparations—Golden Cream and Golden Lotion. Deliciously light and refreshing to use, Golden Cream and Golden Lotion keep your skin supplied with moisture night and day They are also rich, in essential vitamins to nourish and vitalize.

(Gala advertisement, 1957)

Golden Lotion: “[A] night treatment for face and neck that is understood to be rapidly absorbed by the skin and to leave a matt surface.”
Golden Cream: “[T]o replace a clear foundation by day or to give extra moisture beneath a tinted foundation.”

See also: Dry Skin Treatments and Moisturisers

Sun-care

In 1958, Gala introduced Finishing Touch Hair Spray, the company’s first aerosol. This was followed with Golden Tan Spray, another aerosol made with silicones along with an insect repellant. Golden Tan Spray was combined with Golden Tan Moisturising Lotion packaged in a squeeze bottle. Collectively they were referred to as the Bronze Touch series.

Golden Tan Spray: “[C]ontains silicones, speeds-up natural suntan, protects against sunburn even while bathing-waterproof, is insect-repellent.”
Golden Tan Moisturising Lotion: “[I]n lightweight squeeze bottle speeds up health tan, prevents sunburn keeps skin soft in sun and wind.”

Make-up

Gala’s make-up was stronger than its skin-care and the company made a number of make-up additions in the 1950s although in many cases the packaging was more interesting than the cosmetics.

Lipstick

The 1950s was a period of intense competition between lipstick manufacturers in the United States and this effected lipstick sales in other countries as well.

The resurgence of indelible lipsticks triggered by Hazel Bishop’s Lasting Lipstick in 1950 may have resulted in Gala introducing Lip Film in 1953, which improved the resilience of its creamy lipsticks. It was packaged in a bottle with a brush built into the lid and was applied over any Gala lipstick to ‘set’ it. This was not a new idea, Princess Pat had introduced something similar with its Liptone back in 1938 and, closer to home, B.G.P. (Cosmetics) Ltd. had begun selling Lip-Cote in Britain in 1950.

Gala Lip Film: “Makes any lip colour indelible.”

See also: American Lipstick Wars and Princess Pat

The addition of Young Pink in 1949 meant that Gala Lipstick and Lip Line came in thirteen shades in 1950. Oddly, I have been unable to find any additional shades until the arrival of Italian Pink in 1955. Other shades added after that included: Sari Peach, Night Sari Peach, and Pearly Pink (1957); Shock Red, and Country Pink (1958); and Fantasy Pink, Fantasy Peach, Orange Floss, Vibrant Rose, and Burnished Gold (1959). Gala also deleted some lipstick shades during this time including Heart Red, and Precious Ruby in 1957, and Cyclamen in 1959.

Gala did add a number of new lipstick case designs during the 1950s starting with its Interchange Lipsticks in 1953. Like Gala Lip Line, women could switch lipsticks in and out of the Interchange case using refills encased in a gold-tone metal shell. The refills came with a protective shell which avoided finger marks on the lipstick. The mechanism for this appears to have been based on a patent (GB patent: 731,013, 1955) taken out by Parabel, a French company.

An elegant gold-metal interchange Lipstick for women who prefer lipstick in a normal size. Interchangeable colour Refills slip in easily and cleanly . . . for each is permanently encased in its own metal shell. You change you lip colour with your dress colour merely by changing over the Refills in one case instantly.

(Gala advertisement, 1953)

Other new case designs introduced for the lipsticks included a jewelled top case in 1954 and some elegant metal cases in 1956, generally referred to as Galamatics from 1957 even though they do not appear to have had an automatic opening action.

Above: 1956 Gala swivel Interchange Liupsticks.

Gala had also added double-ended gilt cases, copying Elizabeth Arden’s Italian Duet cases introduced in 1952.

Above: 1958 Gala Double Lipstick.

Rouge

The only new Gala rouge introduced in the 1950s, that I know of, was Blush Tint (1956) a liquid rouge packaged in a small polythene bottle. Like Gala’s earlier rouges it only came in four shades – Coral, Red, Pink, and Dusk.

Foundation and powder

In 1950, Gala added Gala Face, a pressed cream powder in a compact. It did not need a foundation or covering powder but Gala suggested applying it over Gleam if the skin was very dry. Initially produced in a refillable, plastic compact that came with mirror and puff, the compact came in Tortoise-Shell, Pearl Ivory, and Pearl Grey versions in 1955. It looks to have come in the same shades as the Gala foundations and face powders.

Above: 1950 Gala Face Compact and refill (London College of Fashion).

Face Compact: “So fine-textured, so subtle that it simply cannot clog the skin. Soft, soft powder lightly blended with a nourishing cream, … a delicate veil of colour over the complexion and yet it stays matt for hours!”

As with its lipsticks, Gala does not appear to have introduced any new shades of Face Powder, Face Compact, Gleam, Film, or Base until 1955 when it added Dove Pink.

In 1956, Gala began introducing a series of Velvet cosmetics to replace its existing foundations and powders. Velvet Touch, a lanolin based liquid foundation, replaced Gala Gleam, Flowing Velvet cream foundation superseded Gala Base, and Velvet Film liquid foundation was substituted for Gala Matt Film. Like the older foundations these new lines also came in six shades – Cherub, Nectarine, Dove Pink, Lotus, Honey, and Rio. The Cherub shade was deleted in 1957 when Gala added Rose Gold.

Velvet Touch: “Unbelievable Smooth, absolutely nondrying.”
Flowing Velvet: “A cream foundation for normal or slightly dry skins.”
Velvet Film: “[S]uffiently astringent but very supple and easy to apply.”

Other Velvet make-up in the range was created by renaming existing products. In 1957, Gala Face Compact was renamed Velvet Finish and its cases now came in Black, Ivory, Tortoiseshell and Red with a Gala rose added to the lid. Gala also included Velvet Face Powder in the range but I am not sure whether this was a reformation or simply a renamed Gala Face Powder. Gala recommended applying Velvet Face Powder over Velvet Base with Velvet Finish better suited to Velvet Touch.

Eye Make-up

Gala promoted the interchangeability of its make-up right through the 1950s and this also applied to some of its eye make-up.

In 1950, Gala refashioned its Eye Line Pencil and Eye Line Shadow so that they could be fitted into the same case. It is difficult to say with certainty but it looks like the universal case was the same as the base for Lip Line. If this was not so in 1950 it was certainly so by 1958.

In the early 1950s, Eye Line Pencil came in Black, and Brown and Eye Line Shadow shades were Grey Mist, Sea Green, Sky Blue, and Lilac. This situation appears to have continued until 1958 when Gala Gold, and Silver Eye Line Shadow, and Silver Eye Line Pencil were developed in conjunction with the Gala Fantasy Fashion Colours for nail polish.

The following year, Gala introduced its Eye Fantasy Baton, a patented design (GB patent: 880,612, 1959) also developed by Elizabeth Levy of Crystal Products. The baton contained seven shades of Gala Eye Line Shadow which could be pulled apart and rearranged as required. The Eye Line Shadow sticks could also be bought separately and fitted into the universal case.

Above: c.1959 Gala Fantasy Nail Colours with Eye Fantasy Baton.

Eye Fantasy Baton: “[G]ives a whole battery of shimmering shadows including white and gold. Results—magnetic.” Shades: Lilac Mist, Green Willow, Blue Moon, Sea Spray Silver, White, and Gold.

Gala added a similarly constructed Lipstick Baton in 1960 built from five shades of lipstick – Vibrant Rose, Shock Red, Sari Peach, Country Peach, and Orange Floss.

Hands and nails

In 1954, Gala added a Hand Lotion in Heavenly, and Ballet fragrances. Unfortunately I know nothing else about it. Vitamin Nail Treatment Cream debuted in 1956 containing lanolin, cholesterol and vitamin A. Dispensed in a plastic squeeze bottle, it was to be massaged into the cuticle at the base of the nail.

As noted earlier, Gala reformulated its nail polish in 1952 and presented it in a new triangular shaped bottle. As with Gala lipsticks, there don’t appear to have been any new shades of Nail Colour until 1955 when Gala introduced Italian Pink. Other new shades through to 1958 were generally added matched to lipsticks – Pearly Pink, and Sari Peach (1957), and Shock Red, and Country Pink (1958).

This situation changed in 1958 when Gala began matching its Nail Colour shades with its eye make-up as well its lipsticks, a situation that reflects the focal shift from the lips to the eyes after the war.

Above: 1959 Trainee manicurists using Gala Nail Colour (Denmark).

Nail Colour shades added in 1958, included Gold Satin No 1, Gold Satin No 2, and Silver Satin as well as the Fantasy shades – Blue Moon, Gold Primrose, Green Willow, Pink Topaz, Sea Spray, and Lilac Mist. The Fantasy Nail Colours were colour coordinated with Gala eye make-up as were later Nail Colour shades like Sable Rose, Shimmer Pink, Oyster Shell, Pink Amethyst, Sparking Blue, and Bronze Satin. Only Fantasy Pink, and Fantasy Peach (1959), two pearl shades were matched with Gala Lipstick and Lip Line.

Men’s range

In 1956, Gala introduced its White Horse range for men apparently manufactured in Sweden. The range started with White Horse Talcum Powder, After-Shave Lotion, and Shaving Bowl with later additions including White Horse Hair Cream, Shave Cream, and Soap (1957), and White Horse Pre-Electric Shave (1958).

1960s

In 1961, Stanley Picker began reorganising the various brands under his control – Outdoor Girl, Miner’s, and Gala of London – as well as the companies that manufactured and distributed their products – Crystal Products, and Myram Picker. After establishing Girl Cosmetics Ltd. for the Outdoor Girl range and Freshman for Men Ltd. to handle the new Freshman series of men’s toiletries produced by Miner’s, he then founded Gala Cosmetic Group Ltd. (capital £100) in 1962 as a holding company for all the British brands. Then, in 1964, he floated the Gala Cosmetic Group on the London Stock Exchange.

Skin-care

1962, Gala reformulated Gala Lotion to make it better suited to removing stubborn eye make-up naming the new product Gala Cleansing Milk.

Gala Cleansing Milk: “[R]emoves make-up in a flash and leaves your skin sparklingly clear.”

Gala introduced the Maxima Series in 1964, ‘maxima’ meaning ‘maximum penetration’. There were three products in the series, a cleanser, night cream, and day lotion.

Maxima Cleanser: “[To]clean deeply and float away all impurities.”
Maxima Lotion: “[A]s a foundation, to maintain the moisture balance.”
Creme Maxima: “Its special orthobiotic protein ingredients ensure a unique degree of penetration to restore the natural oil and moisture balance deep down in the skin’s living cells.”

In 1969, Gala introduced its Pure and Simple Skin Care Collection colour coded for each skin type Azure for Oily Skin types, Golden for Dry/Mature Skin, and Natural for Normal with a cleanser, toner and moisturiser for each of the three groups. Unfortunately, that is the limit of my information.

Make-up

Gala followed the make-up trends that developed during the 1960s starting with Mutation Mink (1960), a new range of mink-toned (beige) makeup which encompassed Flowing Velvet Foundation, Velvet Face Powder, and Velvet Finish Compacts in six shades including Rose Mutation, and Golden Mutation, and Mutation shades of Lipsticks and Nail Colour. These beige tones were also carried through to other shades of Nail Colour such as Wild Silk, and Maplewood.

Lipstick

In 1960, Gala announced that it now had seventeen non-allergic lipsticks in its range including Fantasy Peach, and Fantasy Pink. This meant that most of the Gala lipstick shades were non-allergenic, notable exceptions being Burnished Gold, Silver Rose, and Pearly Pink.

Gala continued to produce new lipsticks shades through the 1960s. Those that I have records for are: Mutation, and Lilac Rose (1960); Saffron, Paprika, Apricot Mousse, Candy Cream, Pink Special, and Spiced Peach (1961); More Red, Less Peach, Barley Peach, Barely Yellow, and Barely Pink (1962); Pink Sheen, and Tawny Sheen (1964); Newly Pink, Hotly Pink, Lightly Red, Smoky Pink, and Terra Cotta (1965); Cool Shimmer, Burning Shimmer, Sheer Shimmer, and Desert Shimmer (1967); and See-Though Pink, See-Though Peach, and See-Though Red (1969).

Some of the new shades were associated with novel lipsticks. For example Shot Silk Lipsticks (1964) combined two tones in the one stick, like their namesake shot silk fabric. These could be used to outline and fill, add a lighter layer on top of the darker, or colour the top and bottom lips in two separate complementary tones. In 1968, Gala also added Soft Centre Lipsticks which, rather than dual colours, had a dual consistency, a firmer outside covering a softer inner core, an idea Max Factor took up the following year.

Shot Silk Lipstick: “Make a wide outline with the plain side and fill in with the sheen side—or mix as you please.” Shades: Shot Pink, Shot Peach, and Shot Beige.
Soft Centre Lipstick: “[A] silky soft core, wrapped around in a rim of firmer lipstick.” Shades: Russet, Beige, Peach, Mauve, Red, Rose, Pink, and Coral, with Orange, and Tawny added in 1969.

Also see: Max Factor (post 1960)

Gala also produced a number of new lipstick case designs in the 1960s including a gilt Slim-Line Lipstick (1964) in all Gala colours and Locked-In Lipsticks (1968) in twenty shades, ‘locked-in’ referring to the protective throwaway plastic shell that was added during a new manufacturing process.

Rouge

Gala added two rouges in the 1960s. The first was Natural Bloom (1961), a liquid rouge that gave a faint rosy glow to pale skin. It was packaged in small bottles with a built-in applicator. and seems to have only come in a single shade. Natural Bloom was followed by Velvet Bloom (1966) a compressed powder rouge packaged in a mirrored compact. It was produced in two shades, one for the day, the other producing a gentle pearl effect better suited for the evening.

Natural Bloom: “[A] pale rouge that gives a faint rosy tinge to a pale skin.”
Velvet Bloom: “[I]t gives the gentle soft glow of young fresh skin.” Shades: Dawn Glow, and Pearly Glow.

Eye make-up

In 1960, Gala added Galamatic Mascara using a name it had previously used for lipstick. Like the Mascara-Matic introduced by Helena Rubinstein in 1958, the Galamatic Mascara was a cream mascara but was applied with a brush not a metal wand and was covered by a different patent (GB patent: 883,600, 1959), another design developed by Elizabeth Levy of Crystal Products.

Galamatic Mascara: “[H]as a spiral brush—and there’s nothing like a brush for treating each eyelash as an individual.”

Foundation and powder

There were few additions to Gala’s range of foundations and face powders in the 1960s with the company largely staying with its Velvet range – Velvet Touch and Flowing Velvet Foundations, Velvet Face Powder, and Velvet Finish Compact.

In 1962, Flowing Velvet foundation was also packaged in tube to make it easier to carry in a purse. Gala also added extra shades to its Velvet range starting with Pastel Rose Mutation in 1961 and some unknown matte shades in 1964.

In 1967, Gala added Matte Velvet, a matte liquid cream foundation in plain and frosted shades to the Velvet series. As a powder cream, it could be used in isolation or covered with a light dusting of powder if so desired.

Matte Velvet: “[C]ombines foundation and powder in a liquid cream.” Shades: Beige/Rose, Peach/Golden, Honey/Bronze and Light, Medium, and Dark Frosted Pearl.

The Face Shaping series was added in 1967. Like the Eye Shaping Kits these added shadows and highlights, high cheek bones then being in favour. Velvet Shapers were pair of light and dark cream colours applied over foundation to accentuate facial contours. These could be accentuated with Velvet Highlighter, a pearly white cream that added shimmer. Following this was Velvet Finisher, a colourless pressed powder that gave a silk-matte finish that could also be used over any of the Velvet tinted foundations.

Above: 1967 Gala Face Shapers.

Velvet Shaper: “In a single container you get dark and light beige, so do your own mixing and get the shading just right create hollows and shadows.”
Velvet Highlighters: “A stiff pearly white cream in a pot creates a shimmer.”
Velvet Finisher: “[A] neutral pressed powder for a silky finish,”

Although not strictly a foundation or powder, I should also mention Gala Leg Paint (1967). It was one of a number of similar short-lived products produced in the 1960s that had their origins in the cosmetic stocking make-up developed during the silk and nylon stocking shortage in the 1940 but now came in bright colours. Gala’s version was a cream that came in green, blue, orange and mauve shades with trendy names like Blue Weed, Mauve Madness, and Green Fizz.

Also see: Cosmetic Stockings

Hands and Nails

Most of the new lipstick shades introduced in the 1960s came with matching Nail Colour, the only major development in Nail Colour during the decade being the introduction of new nail polish bottles in 1962. These now came in two sizes Big Gem and Little Gem.

The smaller Little Gem bottles were promoted as being cheaper and more easily carried around in a purse. They also acknowledged that often only a small part of a large bottle of nail polish was used either because the colour fell out of favour or because the polish thickened due to evaporation of the solvent so were also advertised as fresher.

Little Gems: “[E]ver fresh–ever ready, no waste.”

The only other known development was the introduction of a new cuticle cream and cuticle remover in 1967 both packaged in a Big Gem bottle with brush. Like Gala’s earlier versions both products were to be massaged in at the base of the nails, the cuticle cream to strengthen and condition the nail, the cuticle remover to soften the cuticle so that it could be more easily removed with an orange stick

Later Developments

The Gala Cosmetic Group appeared to being doing well following the float in 1964 with reported profits through to 1968 as follows: 1965, £295,312; 1966, £333,392; 1967, £372,807; and 1968 £471,968. Some of the improvements were due to the creation of Mary Quant Cosmetics Ltd in 1966. Gala’s overseas operations were also prospering. Gala Cosmetics International Ltd. was established in 1966 and, by 1968, about 13% of the group’s; profits were coming from manufacturing outside of the United Kingdom, earning Gala a Queen’s Award to Industry.

Above: 1969 Gala Shop in Burlington Arcade celebrating the arcade’s 150th anniversary (London College of Fashion).

The development of the Mary Quant cosmetic range meant that the Gala Cosmetic now had four brands potentially competing against each other. One of the differences between each of the brands was price – Miner’s was generally the cheapest, then came Outdoor Girl, Gala of London, and Mary Quant. Although there was some overlap there was also some demographic differences. Gala of London was positioned primarily at women in their twenties and thirties and it began its ‘Gala is a girl like you’ advertising campaign in 1969 to promote its products for young independant women.

Above: 1969 Gala is a girl like you. “Gala is a girl who knows how she looks, and how she wants to look. Has a mind of her own – and a face of her own. The last thing she needs is anybody’s blueprint – even ours. We just make the make-up – you make the face.”

However, by the end of the decade things had taken a turn for the worse. Reported profits in 1969 were down (£302,000) partly due to increases in the Purchase Tax and the cost of new packaging but there were also problems with the overseas operations. The Mary Quant range in the United States had failed to find a new distributer and the expensive promotional campaign for Gala in Australia had largely failed to produce results.

In 1970, Smith & Nephew acquired 55% of Gala Cosmetic Group Ltd., buying the remaining shares in 1974. Unfortunately, Smith & Nephew failed to revitalise the company and sold the Gala Group to Norton Simon in 1979 after making heavy losses. It is hard to see why Norton Simon, who owned Max Factor, were interested in Gala. However, it was not for its manufacturing facilities as Norton Simon closed the Crystal Products factory in Surbiton in 1981 and the building was demolished in 1982.

Gala was sold along with Max Factor to Pantry Pride (Revlon) in 1986 and then again to Proctor & Gamble in 1991. It was still listed as a subsidiary of Proctor & Gamble in 1997 but I lost track of its operations well before then.

The company no longer exists in the United Kingdom or eleswhere, the one exception being India. According to their website, Gala Cosmetics International Ltd, formed a joint venture with Komal Manufacturing Chemists Pvt Ltd. in 1968 and transferred Gala of London to the joint venture company and Gala of London cosmetics are still made and sold there.

Timeline


1931	Crystal Products Co. Ltd. founded in Britain.
1932	Crystal Products opens a factory in London.
1938	Myram Picker Ltd. founded in Britain. New Products: Outdoor Girl Gala Lipstick.
1940	New Products: Outdoor Girl Gala Face Powder.
1942	Gala separated from Outdoor Girl. New Products: Gala Facial Cream; Gala Rouge; and Gala Cosmetique.
1945	Crystal Products factory established in Surbiton, Surrey.
1946	Gala of London Ltd. established. New Products: Gala Conditioning Cream; and Gala Foundation Cream.
1947	Gala shop in Burlington Arcade opened. New Products: Gala Tonic; Gala Lotion; Gala Film; Gala Gleam; and Gala Base.
1948	New Products: Lip Line; and Gala Nail Colour.
1950	New Products: Gala Face.
1952	New Products: Gala Hormone Cream; and Gala Perfume Series.
1953	Burlington Arcade shop refurbished. New Products: Lip Film; and Interchange Lipstick.
1954	New Products: Gala Hand Lotion.
1955	Manicure school opened in the Gala shop in Burlington Arcade. New Products: Hormone Lotion; Hormone Foundation Cream; Gleam with Hormones; and Base with Hormones.
1956	New Products: Velvet Touch; Blush Tint; and Vitamin Nail Treatment.
1957	New Products: Golden Lotion; and Golden Cream.
1958	New Products: Finishing Touch Hair Spray; Golden Tan Spray; and Golden Tan Moisturising Lotion.
1960	New Products: Galamatic Mascara, and Liquid Line.
1962	Gala Cosmetic Group Ltd. established.
1964	New Products: Lash-Builder Mascara.
1966	Gala Cosmetic International Ltd. established. New Products: Fast Lash Mascara; and Velvet Bloom.
1967	New Products: Velvet Shaper; Velvet Highlighter; Velvet Finisher; Gala False Eyelashes; and Gala Leg Paint.
1968	New Products: Soft Centre Lipstick; and Locked-in Lipstick.
1969	New Products: Lashmaker; Fibrelash; and Fastlash.
1970	Gala Cosmetic Group acquired by Smith & Nephew.
1980	Gala Cosmetic Group bought by Norton Simon (Max Factor).
1981	Surbiton factory closed.
1983	Norton Simon taken over by Esmark.
1984	Esmark merges with Beatrice Foods. Gala Cosmetic Group put into the Playtex beauty division.
1986	Gala Cosmetic Group bought by Pantry Pride (Revlon).
1991	Gala Cosmetic Group sold to Procter & Gamble.

First Posted: 4th April 2024
Last Update: 7th June 2024

Sources

The American Perfumer & Essential Oil Review. (1906-1955). New York: Robbins Perfumer Co. [etc.].

The chemist and druggist. (1859-) London: Morgan Brothers.

London College of Fashion. Gala archive. Retrieved February 24, 2024, from https://www.vads.ac.uk/digital/collection/LCFGALA

Stanley Herbert Picker [1913-1982]. This is an undergraduate photo from 1932.

1940 Outdoor Girl Gala Lipstick, lipstick refills, and Face Powder.

1941 Gala Face Powder in an easy-to-pour resealable container

1941 Outdoor Girl Gala Face Powder in an easy-to-pour, resealable container.

1941 Outdoor Girl Gala Lipstick refills.

1942 Gala Lipstick.

1942 Gala Lipstick, Powder, Rouge, Facial Cream, and Cosmetique.

1946 Gala Red Bunting.

1948 Gala Lipstick shades.

1948 Gala Tonic, Gala Lotion, and Gala Foundation Cream (London College of Fashion).

1948 Gala Precious Ruby Lipstick.

1948 Gala Film, Gala Gleam, Gala Base, and Gala Face Powder (London College of Fashion).

1948 Gala Shop.

1949 Gala Lip Line (Australia).

1949 Gala Make-up (London College of Fashion).

1949 Gala Nail Colour in ‘tumblejack’ non-spill bottles. The bottle was abandoned in 1952.

1949 Gala lip and nail colours.

1951 Gala Eye Line Shadow (London College of Fashion).

1952 Gala Talcum Powder, Solid Toilet Water, and Perfume Sticks

1952 Gala Ballet Talcum Powder, Solid Toilet Water, and Perfume Sticks (London College of Fashion).

1952 Trade advertisment for new Gala Nail Polish. It allowed stores to exchange their old tumblejack polishes for these new ones at no cost.

1952 Gala Hormone Cream.

1953 Gala Interchange Lipstick with refills matched with fabric colours.

1953 Gala Face Compact. This would be renamed Face Finish in 1957.

1953 Gala Lip Film.

1953 Gala Beauty Soap.

1955 Gala Hormone Series.

1956 Gala Velvet Touch.

1956 Gala Interchange Lipstick swivel refills.

1957 Gala Golden Look: Velvet Touch Rose Gold Foundation with either Pearly Pink or Sea Coral Lipstick in push up cases.

1958 Trade advertisment for Gala Finishing Touch.

1958 Drawing for the baton (Patent No. GB88612).

1958 Gala Golden Series.

1958 Gala Nail Colour and Eye Shadow.

1958 White Horse Soap, Shaving Cream and Hair Cream.

1959 Gala Display Stand.

1960 Gala Mutation Mink Make-up. Gala conducted a number promotional campaigns in conjunction with women’s magazines in the 1960s.

1960 Gala Lipstick Baton.

1960 Gala Soft Centre Lipstick.

1962 Gala Shadow Stick Baton, Locked-In Lipstick Baton and Galamatic Mascara

1962 Gala Eye Line Shadow Stick Baton, Locked-In Lipstick Baton and Galamatic Mascara.

1962 Gala Sheen colours (Australia).

1962 Gala Shadow Stick, Matte Shadow,, Spiral Brush Mascara and Eye Pencil (Australia).

1967 Gala Shimmer Lipstick.

1967 Trade advertisment for Gala publicising a display stand

1967 Trade advertisment for Gala publicising a product display stand.

1969 Gala Soft Centre and Locked-In Lipsticks.

1969 Gala Pick ’n Paint Eye Make-up Palette, Soft-Centre Lipstick, False Eyelashes with Colourbrush Mascara, and Little Gem Nail Colour (Australia).

1974 Gala Little Gems.