BecomingWhoYouWantToBe

The name Max Factor is synonymous with make up and cosmetics in the UK. Its famous products, Crme Puff, 2000 Calorie mascara and Pan Stik are almost as popular as ever and its new mascaras sell very well here. The extraordinary and romantic story of the original Max Factor, the Father of Modern Make Up, might almost have come from one of the films that made his name.

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.

But by the turn of the century this success was about to change. Increasing anti-Jewish feeling in Russia forced Max and his young family to leave and emigrate to America. When they reached the immigrant reception centre on Ellis Island his name was Americanized to Max Factor.

The family had only been able to bring a small amount of money with them and Max had to sell his creams and perfumes at fairs all over America before they had enough money to settle down in Los Angeles where Max established his first Max Factor Beauty Salon. He was one of the first to see the potential of the budding movie industry there.

Horrified by the dreadful make up worn on screen by the movie actors Max created the first flexible greasepaint in 12 shades. This was a big hit and Max was soon make up artist to all the stars. The distinctive look of most of the great film actresses were created by Max. Jean Harlow, Bette Davis, Judy Garland, Joan Crawford and many other owed their screen image to Max and soon their millions of fans around the world demanded the products for themselves.

Many of the cosmetic products we use today were invented by Max, often referred to as The Father of Modern Make up. Lip Gloss was invented in 1930, Pan Cake make up, the forerunner of all modern foundation, and nail polish in 1934. Pan Stik, still available today, was introduced in 1948. Erase, the first ever cosmetics concealer, was launched on the market in 1954.

The company continued to be run by family members after Max’s death in 1938 but left their control in 1976. Max Factor changed hands many times in the following years, at one time being owned by rivals Revlon, but today is owned by large multinational Proctor and Gamble. Max Factor is still one of the most successful cosmetics houses here in the UK. Great name products like Colour Adapt and Lasting Performance foundation, Lipfinity Lip Gloss, Crme Puff and 2000 Calorie mascara are all best sellers. New products are regularly introduced and heavily supported by television and magazine advertising.

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.