The cosmetics company, Max Factor, was founded
by the man, Max Factor. At the ripe age of eight, Max began to
show his genius for creating beauty. This inborn skill led him
to eventually coin the phrase makeup and the genesis of the
beauty sensation that followed it.
Born to a humble Jewish family in Poland, Max
was unsure of the exact date of his birth; but it is believed to
be around the 1870s. Due to the money struggles of his family,
he was sent to work in his youth to a local dentist, who also
was a lightly practicing doctor. Through this training, Max
became fascinated by the human body - leading to his first
significant job as the wigmaker and makeup artist for the
Imperial Russian Grand Opera.
Due to Polish law, Max eventually spent four
years in the Russian Army drafted into the Hospital Corps
division. While frustrated to have to separate from a career
path he enjoyed, the experience in the medical army field taught
him further about the human body and in particular conditions of
the skin. After his required four years, he returned to open his
own cosmetics shop. The store sold a variety of creams and
lotions to improve the skin’s beauty, which quickly attracted
the attention of the Russian nobility. In time, the hierarchy
seized him and essentially transformed him into their cosmetic
slave.
Eventually, Max and his family escaped his
Russian turmoil and sneaked away to America in 1904. After some
initial struggles in his new country, he found himself in
California in the heart of the Hollywood glamour. At this time,
he founded Max Factor & Co. by offering a small line of
theatrical makeup and a sampling of some new makeup types. The
movie stars loved his new makeup, as it was more natural and
appealing for film work. Through his work in Hollywood, he
ultimately became a celebrity himself honored by his receipt of
a star on the Hollywood Walk of Fame.
Company Background
Max Factor & Co. found its niche in designing
modern makeup, initially for stars in Hollywood such as Judy
Garland, Jean Harlow and Lucille Ball to name a few. Once the
fans observed these stars under the dressing of Max Factor’s
makeup, they demanded to look just like them. The more the
public insisted; the harder Max and his sons worked to innovate
and create ideal makeup products in their cosmetic labs. Max’s
sons eventually took control of the business upon his death.
One of the most renown makeup products that
Max created was the original Pan-Cake face makeup. A makeup
sensation that was a completely new concept for its time,
providing all women the opportunity to create that perfectly
smooth complexion, both on and off the screen. By the 1950s, Max
Factor the company was in 101 countries worldwide and continuing
to supply the cosmetic market with new creations like the
mascara wand, concealer, and new formulas in nail polish and
fragrances.
The New Max Factor
In the new millennium, Max Factor is now a
brand owned by the corporate giant, Proctor & Gamble. Most of
its original roots have been lost as the cosmetic market’s
competition has exploded. While they may have started the makeup
revolution, they are just one of the many in the sea of
companies today.
The current creative leader at the New Max is
the British expert makeup artist Pat McGrath. The makeup is
still popular with celebrities, particularly supermodels. The
new spokeswoman at Max Factor is Carmen Eclecta, a woman with
definite natural flair. The newest product line is advertised as
bold and “diva driven.”
Current Makeup Products
MAXeye Shadows
A great example of their bold new color
palette is found within their shadow assortment. These eye
shadows come in sets of three mix or match colors. They can be
applied dry for a more subtle color or wet for a stronger diva
look. The colors are fashionable combinations of pinks, blues,
purples and naturals.
LipFinity
Max Factor’s version of the newest trend in
lipstick, strong long-wearing color. Advertised as
semi-permanent lip color, this product is applied in a two step
process with color and gloss separate - designed to last up to
ten hours.
2000 Calorie Mascara
The one time you want to fatten up a body part
is with your mascara. As the name suggests, this mascara will
load on the pounds to your lashes. Touch proof design, washes
off easily with soap and water.
Pan-Cake Makeup
Believe it or not, the product that
revolutionized Max Factor is still part of their current product
line. A design that is truly practical even in today’s beauty
cosmetic selection, Pan-Cake style face makeup goes on smoothly
with an easily adjustable coverage – apply either lightly for
all over treatment or thicker on those trouble spots.
