Max Factor, the Father of Modern Make Up
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 Factor was born Maximillian Fakbrowiczin, of Jewish descent, in the Polish town of Lodz, in 1877. As a young man he was apprenticed to a pharmacist and dentist where he learnt much of his craft. He established his first shop in Moscow selling perfume, skin cream and wigs. He was appointed as Cosmetics Consultant to the Russian Royal family after actors wore his cosmetics for a performance watched by many of the Russian aristocracy.
Increased anti-semitism in Russia and Eastern Europe forced him to emigrate with his family, to America in 1904 where his name was Americanised to Max Factor at the immigration reception point on Ellis Island.
With the very small amount of money he had been able to bring with him Max made his living by selling his creams and 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 and stiff and looked frankly horrific. In 1914 Max invented the first flexible greasepaint in 12 shades and 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 and many others were his creations and 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 and Pan Cake in 1934 and Pan Stik, still popular today, in 1948. The first cosmetics concealer was Max Factors Erase in 1954.
Max died in 1943 and the business was continued by his son Frank and by other family members until 1976. Today Max Factor is owned by giant multinational Protor and Gamble. Here in the UK Max Factor is as popular as ever. Colour Adapt and Lasting Performance foundation, Lipfinity Lip Gloss and Max Factor’s excellent range of mascaras are still best sellers and are heavily advertised on television and in magazines.
Sadly the picture in the United States, the home of Max Factor’s success, is very different and Proctor and Gamble will discontinue the brand in 2010 due to lack of demand. But Max Factor’s many British fans need not worry as it will still be available in Europe and the UK.