The Fashion Spot Momtastic

Whatever Happened to Max Factor?

With Max Factor returning to America, we ponder what the brand is bringing back

Max Factor is one of the world's most famous and respected makeup brands. However, the company pulled out of America over 10 years ago and is only now making a return. What happened with this company and why should you rejoice in the return of its cosmetics? Read on to get the full story.

Max Factor Makeup
Max Factor Makeup

Who Started Max Factor?
In 1909, a Polish immigrant to America by the name of Max Factor started the company that would spread his name throughout the world. While other companies were producing some types of makeup items before him, his company was the first to specialize in it and to pioneer many modern techniques. In fact, the word makeup was invented by Factor himself.

Factor was an intelligent man who was very well-versed in various chemistry concepts. This knowledge was his base for building his makeup empire. Using his skills, he was able to find makeup that wouldn't irritate the skin or dry up too quickly. He was also able to find application methods that were easy to understand and implement.

Max Factor Lipfinity Long Lasting Lipstick
Max Factor Lipfinity Long Lasting Lipstick

The Success and Later Downturn
As the world's first makeup company, Max Factor made a lot of significant breakthroughs that changed the beauty world as we know it. It was the first company to invent flexible greasepaint, pancake foundation, cream-based powders, wand mascara and much more. The company's most recent breakthroughs include Lipfinity Long Lasting Lipstick, $12, and False Lash Effect Mascara, $11.

Max Factor False Lash Effect Mascara
Max Factor False Lash Effect Mascara

The company's initial success was fueled mainly by its influence on the early days of Hollywood. During the '30s, '40s and '50s, it defined glamor by working with Hollywood icons like Jean Harlow and Marlene Dietrich. The company later became something of a cult hit in the rest of the country by creating low-cost products that produced great makeup results.

Unfortunately, a decline in popularity and sales in the United States led the company to pull out of America in 2006. Fans of the line were devastated. However, with the announcement that the company would be bringing back a small part of its line to the country, many people are rejoicing.

What to Expect With Max Factor Makeup Now
With its return to America, the company has indicated that it will initially be bringing back only a limited line. The idea is to gauge whether or not it will be a success in the country again before committing full-time.

In spite of this limited release, there are some interesting items to consider from this returning company. It is bringing back two types of lipstick, mascara and a liner. The well-respected Pat McGrath has designed these new makeup products. McGrath is currently the head makeup artist and global creative design director for this makeup giant. He claims these new products will allow American women like you the chance to try out new makeup without spending too much money or making the process too complicated.


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