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Concept
Max Factor
Summary
Max Factor is a line of cosmetics from Coty, Inc. It was founded in 1909 as Max Factor & Company by Maksymilian Faktorowicz.
Max Factor specialized in movie make-up. Until its 1973 sale for US billion in 2017 dollars), Max Factor & Company was owned by several generations of the family, becoming an international company during that time. Procter & Gamble purchased it in 1991.
Max Factor was born Maksymilian Faktorowicz in Congress Poland, and later moved to Moscow where he was employed as a wig maker. After immigrating to the United States in 1904, Factor moved his family and business to Los Angeles, California, seeing an opportunity to provide made-to-order wigs and theatrical make-up to the growing film industry. Besides selling his own make-up products he soon became the West Coast distributor of both Leichner and Minor, two leading theatrical make-up manufacturers.
In the early years of movie-making, greasepaint in stick form, although the accepted make-up for use on the stage, could not be applied thinly enough, nor did the colors work satisfactorily on the screen. Factor began experimenting with various compounds in an effort to develop a suitable make-up for the new film medium. By 1914 he had perfected his first cosmetic product. With this major achievement to his credit, Max Factor became the authority on cosmetics in film-making. Soon movie stars were eager to sample his "flexible greasepaint".
In the early years of the business Factor personally applied his products to actors and actresses. He developed a reputation for being able to customize makeup to present actors and actresses in the best possible light on screen. Among his most notable clients were Mabel Normand, Ben Turpin, Gloria Swanson, Mary Pickford, Pola Negri, Jean Harlow, Claudette Colbert, Bette Davis, Norma Shearer, Joan Crawford, Lucille Ball and Judy Garland. As a result, virtually all of the major movie actresses were regular customers of the Max Factor beauty salon, located near Hollywood Boulevard.
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