Max Factor is still one on the world’s most famous cosmetics houses. In the UK many of its iconic products, Crème 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 Factor was born Maximillian Fakbrowiczin, of Jewish descent, in the Polish town of Lodz, in 1877. As a young man he was apprenticed to a pharmacist and dentist where he learnt much of his craft. He established his first shop in Moscow selling perfume, skin cream and wigs. He was appointed as Cosmetics Consultant to the Russian Royal family after actor wore his cosmetics for a performance watched by many of the Russian aristocracy.
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.
Success came in 1914 when he created flexible greasepaint in 12 shades especially for movie actors. He created the look especially for many of the famous movie stars including Jean Harlow, Bette Davis, Judy Garland, Joan Crawford and many others. Around the world the demand for the cosmetics used by the idols of the screen made Max Factor a household name. In 1928 Max Factor was awarded an Oscar for his screen make up.
Max Factor created many of the modern products we still use today; he is even created 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.
After Max’s death in 1938 his son Frank and succeeding generations of the family ran the company until 1976. After a series of takeovers Max Factor is owned today by Proctor and Gamble. Max Factor Colour Adapt and Lasting Performance foundations, Lipfinity Lip Gloss and it range of mascaras still sell in huge quantities, boosted by TV and magazine advertising.
But things are very different in America. Proctor and Gamble will discontinue Max factor in the US, where its popularity has declined, in 2010 but it will continue to be available in Europe, including the UK to the relief of Max Factor’s many British fans.
