Max Factor facts for kids
 |
|
| Private | |
| Industry | Cosmetic |
| Founded | 1909 |
| Founder | Maksymilian Faktorowicz |
|
Area served
|
Worldwide |
| Products | Cosmetics |
| Owner | Coty |
Max Factor is a well-known brand of makeup products. It was started in 1909 by a man named Maksymilian Faktorowicz, who later became known as Max Factor, Sr. The company is now owned by Coty.
Max Factor became famous for creating special makeup for movies. For many years, the company was owned by the Factor family. It grew into a big international business before being sold in 1973. Later, Procter & Gamble bought it in 1991.
Contents
The Story of Max Factor Cosmetics
Max Factor, whose real name was Maksymilian Faktorowicz, was born in Congress Poland. He later moved to Moscow and worked as a wig maker. In 1904, he moved to the United States with his family. They settled in Los Angeles, California. Max Factor saw a great chance to make custom wigs and theater makeup for the growing film industry there. He sold his own makeup and also distributed products from other big makeup companies.
Creating Makeup for the Movies
When movies first started, actors used thick greasepaint that was fine for the stage. But it didn't look good on camera. Max Factor began trying out different ingredients to make makeup that would work for the new film technology. By 1914, he had created his first perfect makeup product. This made him the top expert in movie makeup. Soon, movie stars were eager to try his "flexible greasepaint."
For the first few years, Factor personally applied his makeup to actors and actresses. He became known for making makeup that helped film stars look their best on screen. Many famous stars, like Mary Pickford, Jean Harlow, Lucille Ball, and Judy Garland, were his clients. Because of this, almost all the major movie actresses visited the Max Factor beauty salon near Hollywood Boulevard.
In 1918, Max Factor created his "Color Harmony" face powder. It had many shades, which allowed him to create perfect, consistent makeup for each actor. He made unique looks for actresses, such as Clara Bow's heart-shaped lips. He also created special shades for stars like Platinum for Jean Harlow and Dark for Claudette Colbert. For Rudolph Valentino, he made makeup to help his skin look good on screen.
In 1920, Max Factor officially started calling his products "make-up." Before this, people used the word "cosmetics." "Make-up" was seen as a word only for theater people or those with a bad reputation.
Expanding the Business
In 1922, Max Factor visited a makeup company in Germany that he used to sell products for. He was treated poorly, even though he was their biggest customer. Upset, he decided to focus only on his own makeup brand. He told his sons to start selling his own greasepaint. His new greasepaint came in a tube, which was cleaner and easier to apply thinly. Soon, Max Factor's version became the leading brand.
By the 1920s, his sons, Davis and Frank, were very involved in the business. Davis was the general manager, and Frank helped his father create new products. In 1925, the company got a huge order for 600 gallons of light olive makeup for the movie Ben-Hur. This was to make sure all the extras in the film had the same skin color.
For the 1926 film Mare Nostrum, Max and Frank Factor created the first waterproof theater makeup. By the 1920s, Max Factor was becoming known outside the film world. This led the company to start a public relations (PR) department in the early 1930s.
Reaching More People
Max Factor was happy just supplying makeup to the film industry. But his children believed the company could be much bigger. In 1927, they began selling products across the country. Max Factor used his strong connections with movie stars to advertise his products. Stars would get a small payment, and the ads would also promote their latest movies.
Makeup for New Film Technologies
The invention of sound in movies led to new lighting in film studios. This new lighting, along with a new type of film called Panchromatic film, made skin colors look much darker on screen. It took six months to create new makeup that worked with these changes. This new Panchromatic makeup was officially named in October 1929.
The Invention of Pan-Cake Makeup
When Technicolor (color film) came out, the existing makeup didn't work well. It left a shiny look on the skin that reflected colors badly. Many actors didn't want to appear in color films because of this. Max Factor was recovering from an accident, so his son Frank led the effort to create new makeup. It took two years to develop what was first called "T-D" and then "Pan-Cake."
Pan-Cake makeup came in a solid form and was applied with a damp sponge. It was great at hiding skin flaws and gave a smooth, matte finish. It first appeared in the film Vogues of 1938. This makeup was made for movie sets but could also be worn every day.
It was an instant hit! Women loved it so much they even took it from film sets to use at home. At first, it made skin look too dark for night use outside of bright studio lights. While Max Factor wanted to keep it just for movies, Frank saw its potential for everyone. He started developing lighter shades. The company couldn't make enough at first, but once production increased, Pan-Cake was released to the public in 1937. It quickly became the fastest and best-selling makeup item ever and the standard for all Technicolor films.
The Beauty Micrometer
In the 1930s, Max Factor helped create a special mask-like tool called the "Beauty Micrometer." Its job was to measure a person's face to find even tiny flaws that might look bigger on camera. A makeup artist could then use makeup to fix these small issues.
After Max Factor's Death
Max Factor, Sr. passed away in 1938. His son Frank Factor then took the name Max Factor, Jr., and continued to expand the company with other family members.
In 1939, Max Factor, Jr. began working on a lipstick that wouldn't smudge, wouldn't irritate skin, and wouldn't change color. They even built a "kissing machine" to test how well the lipstick stayed on! The result was "Tru-Color" lipstick, released in 1940 in six shades of red.
During World War II, Max Factor developed special makeup shades for the US Marine Corps to use for camouflaging faces.
In 1947, after 26 months of work by Max Factor, Jr., the company released "Pan-Stik." This was a cream makeup in a stick form, designed for the latest studio lighting and film. It was quick to apply and not greasy. When it was released to the public in 1948, it was a huge success.
In 1951, the company started offering products for men, including shampoo, aftershave, deodorant, and shaving foams.
When color television became popular, Max Factor developed "Max Factor Color TV Make-up." This became the standard makeup used for color television.
In 1955, the company launched its first perfume, "Electrique," followed by "Primitif" three years later.
By the early 1960s, the company became a public company, meaning its shares could be bought and sold on the New York Stock Exchange. Max Factor, Jr., and other family members continued to lead the company. In 1965, Max Factor, Jr. launched "Geminesse," a luxury line of makeup, skincare, and perfumes sold only in department stores.
Changes in Ownership
By the early 1970s, fewer family members were involved in the company. In 1973, Max Factor agreed to merge with another company called Norton Simon. Sadly, the president of Max Factor, Alfred Jay Firestein, died suddenly shortly after. Other family members also left the company over the next few years.
Under Norton Simon, Max Factor launched "Maxi," a makeup line for younger customers. Maxi sold products like lip gloss and "mood" lipsticks, priced to compete with brands like Bonne Bell and CoverGirl. However, these new lines didn't stop the company's profits from falling.
In 1983, Norton Simon was taken over by a company called Esmark. A year later, Esmark merged with Beatrice Foods, which moved Max Factor's headquarters from Los Angeles to Connecticut. In 1986, Ronald Perelman bought the beauty division that included Max Factor. Then, in 1991, Max Factor was sold to Procter & Gamble.
By 2010, Procter & Gamble stopped selling Max Factor in the United States, focusing instead on their successful CoverGirl brand. However, Max Factor continued to be sold in other countries.
In June 2015, Max Factor was one of several beauty brands bought by Coty. Coty relaunched Max Factor in 2018.
Amazing Innovations in Makeup
Max Factor is famous for many new ideas in makeup. Here are some of them:
- 1914: Created the first makeup specifically for movies. It was a thinner cream greasepaint in 12 shades, sold in jars.
- 1917: Released "Supreme Liquid Whitener" to make skin on the neck, shoulders, and hands look smooth and pale.
- 1918: Introduced "Color Harmony" face powder, which had many shades to create perfect, custom makeup for each actor.
- 1925: Released "Max Factor's Supreme Nail Polish," a powder that was buffed onto nails for shine and a hint of color.
- 1927: Launched "Society Nail Tint," a cream that gave nails a natural rose color, and "Society Nail White," a liquid applied under nail tips for a look like today's French manicure.
- 1928: Developed makeup especially for black-and-white films. Max Factor, Sr. even won an Oscar for this!
- 1930: Invented lip gloss.
- 1932: Created a line of "Television Make-up" for the needs of early television.
- 1934: Released Liquid Nail Enamel, which was the start of modern nail polishes.
- 1935: Opened the Max Factor Make-up Salon in Los Angeles.
- 1935: Released "Pan-Cake," the first modern cake makeup, originally made for color films.
- 1940: Launched "Tru-Color" lipstick, the first lipstick that wouldn't smudge.
- 1948: Released "Pan-Stik" makeup.
- 1954: Released "Erace," the first concealer, and developed makeup for color television.
- 1971: Released the first "waterproof" makeup.
- 1980: A Japanese part of the company found an ingredient from sake wine called Pitera. This led to the creation of "Max Factor Secret Key with Pitera," later known as SK-II.
- 1988: Launched the world's first clear, colorless mascara.
- 2000: Launched "Lipfinity" lipstick, the first 12-hour long-lasting lip color that didn't transfer.
- 2008: Launched "False Lash Effect mascara".
