Max Factor is still one on the world’s most famous cosmetics houses. In the UK many of its iconic products, Crme Puff, Pan Stik and 200 Calorie mascara are still as popular as ever and its new products also sell well. The story of the company and its founder, often called the Father of Modern Make Up, are as extraordinary and romantic as the films that made him famous.
Max was born of Jewish descent in Poland 1877 and named Maximillion Fakbrowiczin. His apprenticeship to a pharmacist as a young man gave him the technical skill he needed to create his innovative products. He left Poland for Russia and opened his first shop in Moscow where he sold his perfumes, skin creams and cosmetics. He was soon discovered by the theatrical companies and performances by actors wearing his cosmetics led to his appointment as Cosmetics Consultant to the Russian Royal family. His cosmetics were worn by the National Opera and the Russian ballet.
Increased anti-semitism in Russia and Eastern Europe forced him to emigrate with his family, to America in 1904 where his name was Americanised to Max Factor at the immigration reception point on Ellis Island.
With the very small amount of money he had been able to bring with him Max made his living by selling his creams and perfumes at fairs around the United States before settling in Los Angeles where he opened his first Max Factor Beauty Salon in 1914 having seen the opportunities presented by the infant movie industry.
Film make up was heavy and stiff and looked frankly horrific. In 1914 Max invented the first flexible greasepaint in 12 shades and it was an instant hit. Max soon found himself the make up artist for the stars. He created the now familiar look of most of the great movie actresses. Bette Davis, Clara Bow, Judy Garland, Jean Harlow and many others were his creations and their many fans around the world were soon clamouring to try the products for themselves.
Max Factor created many of the modern products we still use today; he is even credited with inventing the phrase „make up“. He invented Lip Gloss in 1930, nail varnish and Pan Cake in 1934 and Pan Stik, still popular today, in 1948. The first cosmetics concealer was Max Factors Erase in 1954.
Max died in 1943 and the business was continued by his son Frank and by other family members until 1976. Today Max Factor is owned by giant multinational Protor and Gamble. Here in the UK Max Factor is as popular as ever. Colour Adapt and Lasting Performance foundation, Lipfinity Lip Gloss and Max Factor’s excellent range of mascaras are still best sellers and are heavily advertised on television and in magazines.
The situation in the United States is sadly very different. Max Factor has fallen out of favour and sales have declined. Proctor and Gamble have announced that they will discontinue Max Factor in America in 2010; Max must be turning in his grave! But the brand’s many fans in the UK will be thrilled to know that Max Factor will still be available in the UK, hopefully for many years to come.