The 1970s and 1980s saw the emergence of actresses like Kamalini Mukherjee and Sridevi, who brought a new level of glamour to Tamil cinema. They popularized the trend of wearing Western-style outfits, such as salwar kameez and skirts, which were a departure from the traditional sarees. Their hairstyles became more voluminous, with big hairdos and curls, and their makeup was more elaborate, with a focus on bold lip colors and defined eyes.