After emigrating to America in 1904 Max Factor moved his family and business to Los Angeles, California, seeing an opportunity to provide made to order wigs and theatrical make-up to the growing film industry. Besides selling his own make-up products he soon became the West Coast distributor of Leichner and Minor, two leading theatrical make-up manufacturers.

During the early years of movie-making, greasepaint in stick form, although the accepted make-up for use on the stage, could not be applied thinly enough, nor were the colours appropriate to work satisfactorily on the screen. Factor began experimenting with various compounds in an effort to develop a suitable make-up for the new film medium. By 1914 he had perfected the first cosmetic specifically created for motion picture use — a thinner greasepaint in cream form, packaged in a jar, and created in 12 precisely-graduated shades. Unlike theatrical cosmetics, it would not crack or cake. It was worn for the first time by actor Henry B. Walthall, who served as the model for screen tests.

With this major achievement to his credit, Max Factor became the authority on cosmetics. Soon, movie stars were eager to sample the “flexible greasepaint”.

By the 1920 Max Factor was becoming known outside of the film community, which led to the company in the early 1930s developing an in-house public relations department ,

While Max Factor was perfectly happy for the company to remain a specialised supplier of products to the film community his children were convinced that they could grow the company into a much larger enterprise.

National distribution began in 1927 when Sales Builders, an established distribution company obtained the rights to advertise, distribute and sell Factor’s products. Due to his strong connection with the film community Max Factor was able to use celebrity endorsements in advertising its products. In return for a nominal payment of US$1 to the actress the advertising would also promote the star’s latest film.

After Max Factor’s death in 1938, Frank Factor took the name Max Factor, Jr and expanded the still private cosmetics firm, along with members of the immediate family including Sidney Factor, Louis Factor, Davis Factor and Max Firestein.

In 1939 Max Factor Jr began development of a smear proof lipstick which would also be non irritating and not change colour. A kissing machine was constructed to test the formula’s resistance to fading. The result was released in 1940 as ‘Tru-Color’ in 6 shades of red.

During World War 2  developed make-up shades for use by the US Marine Corps in camouflaging faces.

In 1947 after 26 months of development by Max Factor, Jr the company released ’Pan-Stik’ a cream make-up supplied in stick form and designed to take advantage of the latest changes in studio lighting and film stock. This product was quick to apply as well as non-greasily. It was released to the public in 1948 and was immediately commercially successful.

In 1951 the company expanded their range to offer a range of male shampoo, aftershave lotion, deodorant and shaving foams.

The introduction of colour television lead the company to develop Max Factor Color TV make-up, which became the standard for use in colour television

During Chester Firestein’s time in charge the company expanded overseas and launched many new products including Musk for men, UltaLucent Waterproof make-up and in 1975 the successful Halston line of fragrances, which quickly became the second best-selling designer fragrance in the world. (Chanel No. 5 was first).

It was under Norton Simon that Max Factor launched “Maxi,” a line of makeup aimed at a younger, more savvy consumer. Maxi sold products aimed at adolescent tastes, such as lip gloss, colour rubs and “mood” lipsticks. In 1983 Norton Simon was taken over by Esmark, by which time no one in the Factor family was involved in the company’s day to day operations. A year later Esmark merged with Beatrice Foods, which lumped Max Factor into their Playtex beauty division and moved the Max Factor headquarters from Los Angeles to Stamford Connecticut. In 1986, Ronald Perelman of Revlon bought the Playtex beauty division for $500 million. In 1991, Revlon sold Max Factor to Procter & Gamble for $1.5 billion. As of 2007, Procter & Gamble still owns the Max Factor brand.

By the first quarter of 2010 Procter & Gamble will discontinue Max Factor in the United States as P&G focuses its marketing efforts on the more successful CoverGirl cosmetics line. Max Factor will continue to be marketed overseas.

Browse Max Factor product reviews here. 

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