The 1980s were a golden era of brand loyalty, particularly for middle-class mothers who relied on everything from household cleaners to convenience foods to keep their homes running smoothly. Products like Tupperware and Aqua Net were so beloved that they became iconic symbols of the decade, and every mom had Hamburger Helper boxes stashed away in the pantry.
Take a trip down memory lane with these classic ’80s brands that middle-class moms loved, trusted, and couldn’t live without.
Mary Kay
Every mom had their Mary Kay hookup — or maybe was a “beauty consultant” themselves. Pastel makeup boxes and pink Cadillacs were the icons of this brand, which touted empowerment for women, but it was actually a cringey multi-level marketing scheme.
Tupperware
Moms who hosted Tupperware parties in their living room were probably also the social butterflies of the neighborhood. Everyone had colorful Tupperware containers in their kitchen, and somehow you could never find the matching lid.
Campbell’s
Campbell’s had already been around just about forever by the 1980s, but that’s when every mom stocked her pantry with it. Tomato soup with grilled cheese was a cheap and easy meal that kids loved, and let’s not forget the cream-of-whatever soups that turned everything into a casserole.
Aqua Net
Big hair, don’t care! Perms and teasing were ’80s fashion necessities, and moms and teens alike chose Aqua Net to hold those fluffy bangs in place. It was impossible to find a medicine cabinet without a can or three.
Nestle Toll House
Nothing says home quite like the smell of chocolate chip cookies baking. The yellow bag of Nestle Toll House chocolate chips was unmistakable, and moms used it in all their baking. And for a treat, maybe she’d even bring home the pre-made tube of Nestle cookie dough.
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Gloria Vanderbilt
While Calvin Klein jeans were for nightclubs, Gloria Vanderbilt jeans, complete with their distinctive swan logo, were designed for middle-class mothers who still wanted to look great in their high-waisted pants. They were fashionable and trendy on a budget.
Jif
Whether it was crunchy or creamy, Jif was the peanut butter brand that went into most ’80s kids’ PB+J sandwiches. “Choosy moms choose Jif” was the famous commercial, and we’re betting you just heard that line in your head.
Avon
Avon was like a budget version of Mary Kay, so every frugal mom had an Avon lady. Besides cosmetics and beauty supplies, the company also sold fragrances and bath products, including Skin So Soft, a moisturizer oil that graced many bathroom counters.
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Johnson’s Baby Shampoo
Baby product brands took off in the 1980s, including Johnson’s Baby Shampoo. It was so gentle it promised “no more tears,” and that’s music to the ears of busy moms of any generation.
Betty Crocker
From birthday parties to church bake sales, Betty Crocker made every gathering more festive (and delicious) in the ’80s. Cake mixes are the ultimate shortcut that yields perfect results every time, and the recipes in the iconic red cookbook didn’t turn out too bad either.
Liz Claiborne
Liz Claiborne was one of the top department store fashion brands for middle-class women in the 1980s. They sold jumpsuits, Sunday dresses, and the ultimate working mom outfit: the power suit, complete with massive shoulder pads.
Corelle
If you didn’t have Corelle dinner plates by the 1980s, you definitely got them in that decade. This thin, light, and super durable dinnerware made an appearance on every TV tray meal, little flower patterns and all.
Oshkosh B’Gosh
Every toddler in the 1980s had the same pair of blue striped overalls, and that’s because moms bought them all from Oshkosh B’Gosh. The clothes were sturdy and ended up lasting through countless playground sessions and into the hand-me-down pile, winning over moms everywhere.
Oscar Mayer
If mom didn’t pack a Jif peanut butter and jelly sandwich in your lunch box, chances are there was an Oscar Mayer bologna sandwich instead. And the brand wasn’t just relegated to lunch, either: hot dogs, whether boiled and slapped in a bun or sliced and mixed into Kraft mac and cheese, were a middle-class staple.
Mr. Clean
Was the buff, bald, and earring-ed mascot on the package really what attracted moms in the ’80s to use Mr. Clean? Who knows, but it definitely didn’t hurt. From floors to stovetops, moms used the brand for spotless kitchens.
Hamburger Helper
Stretching a pound of ground beef into a whole family dinner was an art form for middle-class moms, and Hamburger Helper was one of the easiest ways to do that. Whether it was cheeseburger mac or stroganoff, that weird glove mascot was a welcome sight.
Folgers
Being a busy mom requires a lot of caffeine, and in the ’80s, that meant a fresh pot of Folgers coffee every morning. It really was “the best part of waking up” when your kids refused to get out of bed on time for school.
Nestle Quik
There were two ways to get chocolate milk in the 1980s: buy it or use Nestle Quik. Frugal moms always chose the Quik, because it wouldn’t spoil before they had a chance to drink it. Saturday morning cartoons were always better with a tall, cold glass.
Esprit
Esprit was one of the fashion brands that sold so many of the iconic ’80s trends, from slouchy sweaters to stirrup pants under leg warmers. Everything was bold in color and style, and moms were often seen walking the malls with canvas totes emblazoned with the brightly colored brand logo.
Hi-C
Moms loved Hi-C juice boxes because they had fruit on the label, and kids loved them because they tasted like liquid candy. And, of course, the infamous Ecto Cooler was introduced in the 1980s, so moms bought it in large quantities to keep the kids happy.
L’Eggs
Take pantyhose, roll them up, and stick them in a plastic egg, and you’ve got the most popular hosiery of the 1980s: L’Eggs. You can’t beat a clever name like that, and moms had a whole drawer full ready for church, the office, or that rare date night out.
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