ABOUT MAXFACTOR

HISTORY OF MAX FACTOR

The name Max Factor is synonymous with beauty, glamour and fashion to millions throughout the world. His ideas have been instrumental in creating the awe inspiring glamour that is Hollywood - ideas that have dramatically influenced feminine appearance throughout the 20th century. Max Factor's innovative spirit has created major cosmetic milestones throughout Hollywood history and transformed the beauty business as we know it today.

In 1904, Max Factor resigned his position as make-up artist and wigmaker with the Royal Ballet in Czarist Russia to immigrate to the USA. He opened a small perfume, make-up and hair goods concession at the 1904 St Louis World's Fair.Within four years, his success enabled him to move to Los Angeles and pursue greater opportunities.

Max Factor & Co was officially founded in 1909 when Max Factor opened his first store in the centre of the city's theatrical district. By 1914, the motion picture business was approaching Max Factor to solve their make-up problems. From that time on, Max Factor - the company - has been instrumental in providing make-up solutions and expertise to both the motion picture industry and television.

No history of Max Factor would be complete without the mentionof the countless makeup innovations pioneered by the firm for both on and off the screen.

HISTORY TIMELINE

1914
First ever make-up created for film.'flexible greasepaint'.
1916
Max Factor makes eyebrow pencil and eye shadow available to the public for the first time.
1917
Paramount Studios opens the first Studio Make-up Department in Hollywood fully stocked with Max Factor products.
1920
'Society' Make-up - the first cosmetic range available for the general public to purchase is launched.
1928
Max Factor's 'Panchromatic Make-up' solves the entire movie industry's make-up problems. The make-up, which did not bleed, meant the public could create the new lip look - 'Cupid's Bow' - immortalised by actress Clara Bow.
1930
Max Factor again stuns Hollywood by inventing Lipgloss.
1937
Technicolour film causes problems for Hollywood and Max Factor again comes to the rescue and creates Pancake to solve them. Pancake is still a top selling foundation today.
1940
Tru Colour Lipstick is invented, the first truly indelible lip colour that didn't irritate or change colour after application.
1947
With the fast moving pace of technology, television arrives and Pan Stick Make-up is developed to meet the demands of the medium.
1950
'Roman Pink' lip shade is introduced - the first pale lip colour.
1954
The stars' beauty secret Erace Coverup is available to all women.
1957
Based on his research for colour TV, Hi Fi Lipstick is made available to the public for the first time.
1960
New dimensions of colour arrive with 'colour stories', Sun Colours and Café Glace.
1970
Introduces Ultralucent Make-up and Jaclyn Smith is signed to promote the brand.
1971
The first waterproof make-up is developed by Max Factor.
1989
The major launch of No Colour Mascara, which earns the Beauty industry's prestigious Rex Award for outstanding product of the year.
1990's
Continue the innovative spirit - products combined with make up artistry tradition. Madonna introduces the Beautiful Skin range featuring Gold Lip Silks and Beautiful Skin Make-up. Max Factor employs award winning make-up artists to help develop and promote 'colour stories' and new products.
2001
Introduces Max Factor's most innovative and exciting development since the creation of lipstick - Lipfinity, just 'paint, polish and forget about it' - the ultimate in long lasting lipcolour.
2002
The trend continues for long lasting products with line extensions of Lashfinity and Facefinity.

The company's leadership in educating women on the subtleties of fashion make-up is legendary. When the company was founded, the average woman used little if any make-up, as it was not socially acceptable. Over the years, as make-up became popular, Max Factor evolved into the make-up of all women as well as the stars.

Max Factor has continued to incorporate technological advances into new products to strengthen and develop the brand image and enhance its reputation for being at the forefront of cosmetic innovation.