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Max Factor The make-up of make-up artists

the max factor story

the max factor story
Max Factor's 'Beauty Calibrator' helped him to understand the contours and features of a woman's face.
Max Factor's 'Beauty Calibrator' helped him to understand the contours and features of a woman's face.
- MR MAX FACTOR -
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  • YOU ARE NOT BORN GLAMOROUS, GLAMOUR IS CREATED
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THE MAX FACTOR STORY QUOTE
THE FATHER OF MAKE-UP

In Hollywood's Golden Age, when it came to make-up only one name was on the lips of the silver screen stars. That name was Mr Max Factor, a visionary make-up artist, wig maker and inventor, Max Factor was known for creating the signature looks of the era’s most famous icons such as Ava Gardner, Jean Harlow and Marlene Dietrich. But he believed that glamour should be within reach of all women.

Max Factor was born in Russia and emigrated in 1904 to America, settling in LA to be closer to the budding film industry. Word of Max Factor's expertise quickly spread and he was soon working with Hollywood's leading film stars and making his own cosmetic products for a glamorous but realistic look on screen. In 1916 he started selling eye shadow and eyebrow pencils. This was the first time such products were available outside the movie industry. Four years later he launched a full range of cosmetics, calling it ''make-up'' – a phrase he coined.

The make-up products and techniques Max Factor created for the movie industry and his Hollywood clients earned him an Oscar, but his guiding philosophy was that any woman could be glamourous given the right tools and make-up artstry skills. From mascara to foundation, eye shadow to lip gloss – Max Factor put the transformative tools for make-up artistry into the hands of every woman, enabling her to create her own personal glamour statement every day.

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FROM 1872 UNTIL TODAY - THE STORY OF MAX FACTOR

  • 1872
    Max Factor is born in Lodz, Russia (now part of Poland) on 5th August. He begins his journey to define glamour through the decades, with his own hair and beauty goods shop in Razan, Russia.
  • 1914
    When Max Factor sees a motion picture for the first time, he declares the heavy stage greasepaint to be "terrifying!” As a solution, he creates the first make-up for film, Flexible Greasepaint, to make actors appear more human.
  • 1918
    Max Factor introduces the Colour Harmony principle of make-up. A term still used today, make-up shades were coordinated to complement a women’s natural complexion, eye, and hair colouring.
  • 1920
    Max Factor invents the word make-up and introduces Society Make-up to the general public; enabling women to emulate the looks of their favourite movie stars.
  • 1928 - APRIL
    Lip Pomade, later called lip gloss, is created by Max Factor to provide a glamorous, glossy appearance to movie actresses' lips on film.
  • 1928 - JUNE
    Jean Harlow becomes a "platinum blonde", kick starting a coiffure craze. To help solve the Color Harmony problems created by Jean’s light hair colour, Max Factor develops several new make-up shades.
  • 1932
    Max Factor builds a Beauty Calibrator to measure the dimensions of a person's facial structure to within 1/100th of an inch. This helps him determine how to use shading to create "the perfect face". He claims he never found perfection!
  • 1935
    Pan-Cake Make-up is developed to meet the unique make-up requirements of Technicolor film, as without corrective make-up to provide a natural complexion; actors' faces appeared brick red or blue. When actresses started taking large quantities of Pan-Cake home with them for their personal use, Max Factor realized that his new make-up looked wonderful both on and off camera, so later introduced Pan-Cake to the general retail trade.
  • 1938
    Max Factor dies at the age of 66. The family decides his name should live on so his son, Francis takes on the name Max Factor, Jr. He had his father's gift as a creative make-up artist so this is a natural step.
  • 1940
    Tru-Color lipstick is developed by Max Factor, Jr. The lipstick offered a high degree of indelibility, and maintained its true color without irritating the skin. This is tested by the Kissing Machine, which replaces human kissers, and applied pressure to artificially kissing lips covered with lipstick, to measure how much pressure and kissing the lipstick could withstand and still remain on the lips.
  • 1947
    Pan-Stik make-up was introduced by Max Factor after years of testing in the Hollywood laboratories. Tests included covering models' legs with Pan-Stik and siting them in the sun to observe how the color changed. PanStik was a cream-based make-up in stick form that was designed to be applied "as easily as lipstick", in less than 20 seconds.
  • 1953
    Creme Puff Make-up is introduced, the first all-in-one blend of creamy make-up base and powder. Applied with a puff, Creme Puff was applied like powder, but stayed on like cream, and had a smoother look than either.
  • 1954
    Erace was introduced to the general public. Originally intended to hide blemishes, lines and shadows from the camera, Erace was the first concealer offered to the retail trade.
  • 1955
    Hi-Fi fluid make-up was introduced to the retail trade as a result of research the Max Factor Company had done for color television. Designed to do for color what high-fidelity technology did for sound, the Hi-Fi range featured bright colors for cheeks, lips and eyes and was created for a ‘glowing’ look.
  • 1958
    Max Factor unveils the Mascara Wand, the first mascara to be applied with a wand from a tube, rather than a picking up the color from a cake with a brush.
  • 1984
    Max Factor Museum opens in former Max Factor Hollywood Make-up Studio at 1666 N. Highland Ave.
  • 1991
    Max Factor becomes part of the Procter & Gamble family.
  • 2001
    Launching another first; Max Factor introduces 12 hour long-lasting non-transfer lip color, "Lipfinity". Between 2006 and 2008, one is sold every 9 seconds globally; becoming another iconic innovation.
  • 2004
    One of the world’s most influential makeup artists, Pat McGrath is signed as Max Factor Global Creative Design Director.
  • 2009
    Max Factor launches what is to become its bestselling mascara, False Lash Effect mascara.
  • 2010
    Max Factor launches Colour Effect Boutique. From nail polish to eye shadows, this is an exciting new exploration into bright colour cosmetics.
  • 2012 - APRIL
    Max Factor launches its ultimate glamour tool, Colour Effect Flipstick; an innovative, double-ended lipstick that allows women to become their very own lip artist by mixing, matching and personalizing their own lip colour.
  • 2012 - DECEMBER
    Max Factor introduces Glossfinity: Max Factor’s latest nail collection offering a glossy long-wear nail finish. The vibrant palette consists of 26 signature shades: from the cool and sophisticated tones to the more dramatic and bright.
MAX FACTOR 10 ICONIC FIRSTS
MAX FACTOR
10 ICONIC FIRSTS
Max Factor has combined science and make-up artistry for over one hundred years to create market-leading, iconic products.

1914

FLEXIBLE GREASEPAINT
FLEXIBLE GREASEPAINT
The first ever make-up seen on screen

1928

LIP POMADE
LIP POMADE
Put a sheen on the silver screen stars

1935

PAN-CAKE
PAN-CAKE
First commercially available foundation

1947

PAN STIK
PAN STIK
The power to touch-up in a flash

1953

CRÈME PUFF
CRÈME PUFF
The first cream base with powder

1954

ERACE
ERACE
The first concealer stick on shelves

1958

WAND MASCARA
WAND MASCARA
Making mascara cake and brush a memory

1989

CALORIE MASCARA
CALORIE MASCARA
An iconic and timeless mascara

2001

LIPFINITY
LIPFINITY
Longwear lipstick becomes a reality

2009

FALSE LASH EFFECT MASCARA
FALSE LASH EFFECT MASCARA
Taking lash volume to another level