The Association Expands in the 1920s
The 1920s were watershed years for the cosmetic industry as Americans consumed more cosmetic goods than ever before. The more stylish "flapper" look emerged, replacing any traces of the more reserved Victorian style.
For the Association, the era began with the adoption of a new name in 1922: The Manufacturing Perfumers* Association became the American Manufacturers of Toilet Articles (AMTA).
This change reaffirmed an earlier decision to bar from membership companies that imported their products. AMTA also extended membership eligibility to companies beyond perfumers. By 1924, AMTA membership included 115 active members and 105 associate members.
During the 1920s, the Association saw imports of foreign-made toilet preparations dramatically decline while domestic industry production skyrocketed.<