The Story of Max Factor by Sue Reeves
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 200 Calorie mascara are still as popular as ever its new products also sell well. The story of the company its founder often called the Father of Modern Make Up are as extraordinary romantic as the films that made him famous.
Born Maximillian Fakbrowiczin in 1877 in Poland Max was of Jewish descent. He learnt his skill when he was apprenticed as a young man to a pharmacist dentist. He was still a young man when he left Poland for Russia set up his first shop in Moscow selling perfume skin creams wigs cosmetics. His big break came when a theatre company used his cosmetics for a performance watched by many of Russia's aristocrats. This led to his appointment as Cosmetics Consultant to the Russian royal family.
But by the turn of the century this success was about to change. Increasing anti Jewish feeling in Russia forced Max his young family to leave emigrate to America. When they reached the immigrant reception centre on Ellis Island his name was Americanised to Max Factor.
With the very small amount of money he had been able to bring with him Max made his living by selling his creams 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 stiff looked frankly horrific. In 1914 Max invented the first flexible greasepaint in 12 shades 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 many others were his creations 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 Pan Cake in 1934 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 succeeding generations of the family ran the company until 1976. After a series of takeovers Max Factor is owned today by Proctor Gamble. Max Factor Colour Adapt Lasting Performance foundations Lipfinity Lip Gloss it range of mascaras still sell in huge quantities boosted by TV magazine advertising.
The situation in the United States is sadly very different. Max Factor has fallen out of favour sales have declined. Proctor 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.
Sue Reeves is the proprietor of Cosmetics 4 Less a well known stockist of brand name cosmetics. Cosmetics 4 Less stocks a wide range of makeup from leading names such as Max Factor lipfinity all at affordable prices. The Story of Max Factor
