When you think of Martha Stewart, you're probably picturing perfectly crimped pie crusts or a crisp white button-down in a garden. You aren't usually thinking about 1940s "peek-a-boo" hair and noir-drenched sex appeal. But then there’s that photo. You've probably seen it floating around Instagram or Pinterest—a sultry, platinum blonde staring down the lens with one eye shrouded by a heavy wave of hair.
It’s Martha. Specifically, martha stewart as veronica lake.
It wasn't a Halloween costume, though Martha is basically the undisputed queen of October 31st. This was something different. It was art. It was a moment where the most domestic woman in America decided to remind everyone that before she was a billionaire lifestyle mogul, she was a model. And honestly? She absolutely nailed the smolder of Hollywood’s most mysterious siren.
The Story Behind the Shot
This wasn't a casual selfie. The transformation happened for a very specific project: legendary makeup artist Kevyn Aucoin’s book, Face Forward, published in 2000. Aucoin was a genius at seeing the "bones" of a person and realizing they could be someone else entirely. He didn't just put some lipstick on Martha; he performed a sort of aesthetic alchemy.
He saw the structure of Martha’s face—the high cheekbones, the sharp jawline—and realized she was a dead ringer for Veronica Lake, the 1940s starlet famous for Sullivan’s Travels and This Gun for Hire.
Kevyn Aucoin was known for these high-concept transformations. In his previous book, Making Faces, he’d turned celebrities into historical icons, but the martha stewart as veronica lake shoot felt different because of the contrast. Martha was, at the time, the face of "good things" and home-baked perfection. Seeing her channel a femme fatale who looked like she’d just stepped out of a smoke-filled lounge was a total shock to the system.
Why Veronica Lake?
If you aren't a TCM nerd, you might wonder why Veronica Lake was the choice. Lake was the ultimate "cool" blonde. She wasn't bubbly like Marilyn Monroe or regal like Grace Kelly. She was edgy. Her signature "peek-a-boo" hairstyle—where her blonde waves fell over her right eye—was so popular during WWII that the government actually asked her to change it because women working in factories were getting their hair caught in machinery trying to copy her.
That’s the energy Martha brought to the shoot.
The makeup was heavy but precise. We're talking about a very specific 1940s lip—deep, defined, and slightly over-lined. The eyebrows were plucked into thin, high arches. And then there’s the hair. To get that martha stewart as veronica lake look, they had to move away from Martha’s usual practical bob and into the territory of heavy, sculptural waves.
It Wasn't Just About the Hair
A lot of people think this was just a wig and some eyeliner. It wasn't. To really sell the Veronica Lake vibe, Aucoin used light and shadow to change Martha’s features. He used heavy contouring to hollow out the cheeks and emphasized the "bedroom eyes" that Lake was known for.
Martha actually talked about this later. In a 2017 interview with QSaltLake, she mentioned how much she loved the process. She’s always been a fan of the "big" gesture. She doesn't do things halfway. If she's going to do a transformation, she wants it to be unrecognizable.
She also credits Cher for the connection. Apparently, Cher was the one who encouraged Martha to work with Kevyn in the first place. Imagine that dinner party: Cher, Martha, and Kevyn Aucoin.
The Cultural Impact of the Photo
Why does this photo still go viral every couple of years?
Basically, because we love a "rebrand." Even if it was just for one afternoon in a studio, seeing Martha Stewart shed the apron and the gardening gloves for a silk gown and a "don't mess with me" stare is satisfying. It reminds us that people are multi-dimensional.
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It also highlights Martha's history. Before she was teaching us how to roast a turkey, she was a model in the 1960s. She worked for brands like Chanel and Unilever to pay her way through Barnard College. She knows how to work a camera. She knows her angles. When she sat down for the martha stewart as veronica lake shoot, she wasn't a novice. She was a professional returning to her roots.
What Most People Get Wrong
One big misconception is that this was a Halloween look for her TV show. Martha has done some insane Halloween costumes—she’s been a ghost, a medusa, a glampire, and even a Roy Lichtenstein painting—but the Veronica Lake look was purely for Aucoin’s book.
Another thing? Some people think the photo is from the 60s. It’s not. It was shot in the late 90s, right at the peak of Martha’s "Lifestyle Queen" era. The fact that she could look like a 20-something starlet from the 40s while she was in her late 50s is a testament to both Aucoin's makeup skills and Martha's legendary skincare routine.
How to Channel the Look Today
If you’re looking to recreate the martha stewart as veronica lake aesthetic (whether for Halloween or just because you're feeling dramatic), there are a few non-negotiable steps:
- The Part: It has to be a deep, deep side part. We’re talking almost to the ear.
- The Wave: This isn't a beach wave. This is a "S" wave. You need a curling iron, some heavy-duty clips to set the curls, and a lot of patience.
- The "Peek-a-Boo": One side of the hair must drape over the eye. If you can see both eyes clearly, you aren't doing it right.
- The Lips: Go for a classic matte red or a deep berry. No gloss. The 40s were about structure, not shine.
Honestly, the real secret to the look isn't the products. It’s the attitude. You have to look at the camera like you know a secret that nobody else does.
The Legacy of the Transformation
Kevyn Aucoin passed away in 2002, just a couple of years after Face Forward was published. This shoot remains one of his most iconic works because it stripped away the "brand" of Martha Stewart and showed the woman underneath.
It’s a reminder that beauty isn't about one specific look. Martha has reinvented herself a dozen times—from model to stockbroker to caterer to inmate to Snoop Dogg’s best friend. The Veronica Lake moment was just one stop on that journey.
But it’s arguably the most glamorous one.
When you see that photo, you don't see a woman who’s worried about whether the soufflé is going to fall. You see a woman who owns the room. It's a masterclass in the power of styling and the enduring appeal of Old Hollywood glamour.
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Next time you're scrolling and that black-and-white photo pops up, take a second to really look at it. It's more than just a celebrity in a wig. It’s a collision of two eras of icons, brought together by a makeup artist who knew that everyone has a little bit of a movie star hidden inside them.
Actionable Insights for Your Own Style
If you want to bring a bit of that Martha-level glamour into your life without the 3-hour makeup session, start with the hair. A deep side part is the easiest way to instantly elevate your look for a night out. It adds volume and a sense of "drama" that a middle part just can't touch. Also, don't be afraid to experiment with your "brand." If you’re known for being the practical one, try a bold red lip once in a while. If Martha can go from a garden in Connecticut to a noir film set in one afternoon, you can definitely switch up your Tuesday look.