Max factor company history. Max factor - beauty empire. Chief trendsetter

No, this is not a joke, there really was such a person. I've always known that famous brands often have amazing stories behind them, but sometimes even I am surprised. Perhaps this will be interesting not only to the female readership :-)

Let's read another one...

Max Factor is a famous cosmetics empire named after its founder Max Factor (real name Maximilian Abramowicz Faktorowicz), who was born on September 15, 1877 in the city of Zduńska Wola. This city is part of the Lodz Voivodeship, hence the confusion and incorrect indication in many articles of the city of Lodz as the birthplace of Max. Then it was the territory of Tsarist Russia, and now it is modern Poland.

Maximilian grew up in a large family (more than 10 people), and from childhood he had to go to work to help his parents feed the family. At the age of seven, he first became acquainted with the world of theater - he was sent to sell oranges and lollipops in the lobby. At the age of 8, Factor became a pharmacist's assistant, and at the age of nine, he became a cosmetologist's apprentice, performing small tasks. At the age of fourteen, he moved to Moscow and joined the Bolshoi Theater as an assistant make-up artist. The skills acquired in the theater greatly helped Factor in the future. He then had to undergo compulsory military service in the Russian army.

At the age of 14, the future “father of modern cosmetics” mastered the craft of hairdressing. After which he got a job in his specialty at the opera house, where, in addition to selecting wigs for actresses, he worked on theatrical costumes and makeup. Thanks to the fact that the actors wearing Max's makeup performed in front of the Tsar himself, Russian nobles started talking flatteringly about him. Therefore, he was offered a position as a cosmetics expert at the royal court of Nicholas II and as a make-up artist in the emperor’s theaters, to which he agreed and devoted nine whole years to this work.

After demobilization, in 1895, Faktorovich opened his own store in Ryazan, where he sold blush, creams, perfume and wigs - mostly all of his own making. Once a theater troupe stopped in Ryazan and after a few weeks the products of the Polish Jew were already known at court. “All my time was occupied by individual consultations, I showed them how to emphasize the advantages and hide the flaws of their faces”. Later he moved to St. Petersburg, where he began working at the Opera House, doing costumes and makeup. The actors, made up by Max Factor, played in front of Nicholas II, and soon the name of the talented make-up artist became widely known among the nobility. For several years he worked as a cosmetics specialist at the court of the Russian Tsar and in the imperial theaters.

Discovery of America

In 1904, Max Factor emigrated to America with his wife, daughter and two sons because he realized that it was unsafe to remain in Russia. With the help of his brother and uncle, Factor (Americans quickly shortened his complex first and last name) opened his own hair salon and a small perfume and cosmetics store in St. Louis. In 1908, the family moved to Los Angeles and opened a cosmetics store near the Dream Factory on Hollywood Boulevard. Max chose the location of his store very well and very soon became widely known among Hollywood actresses. He sold wigs and theatrical makeup. Max's store was the West Coast distributor and representative for two of the largest theatrical makeup manufacturers: Leichner and Minor.

With the advent and rapid development of cinema, makeup specialists of that time faced a serious problem. The old fat-based theatrical makeup, which was applied in a thick layer, could not be used for filming. According to the makeup artist himself, the theatrical makeup looked “disgusting and frightening” on the screen. The solution to the problem was makeup, invented by Max specifically for creating “on-screen” makeup. Now the actors, shot in close-up, looked more natural.

Unlike the old theatrical makeup based on fat in the form of hard sticks, which also cracked and fell off, the new one was produced in the form of a liquid cream, in a jar, and also had as many as 12 shades. The new makeup was first tested during special screen tests on actor Henry Walthall.

In 1914, Max Factor invented the first "eye drop cosmetic" - this is Max Factor's very first famous discovery. Black wax was applied to the ends of the eyelashes, after which the wax was melted. Next, he created a new makeup for cinema - in the form of a cream, which was applied in a thin layer and did not dry out on the skin.

Max's talents were immediately appreciated by famous Hollywood actors-comedians Charlie Chaplin, Fatty Arbuckle, Buster Keaton: the new makeup gave them complete freedom of facial expressions. All this very quickly made Max Factor famous in professional circles of the film industry. It was then that Max Factor formulated its basic rule: “Makeup cannot be considered successful if it is noticeable. It’s good only if a stranger can’t guess that you’re wearing makeup.”.

All women are beauties

And he also wanted to make not only stars beautiful, but also ordinary women. Until the early 20s, using cosmetics was considered extremely indecent; it was “forgiven” only to theater or film actresses, as well as women of easy virtue. Thanks to Max Factor, ordinary - “decent” - women began to use cosmetics in America. Since 1916, all of his new products immediately appeared in retail sales. Customers paid close attention to what their favorite movie stars looked like. And as soon as something new appeared in their makeup, women could be sure that they would find this new product in Max Factor stores.

For example, lipstick was not particularly successful until Factor used it to transform the appearance of the famous actress Clara Bow, creating for her a special “Cupid's Bow” lip contour in the shape of a heart.

Young Greta Garbo, when she first appeared in Hollywood, shocked everyone with the beauty of her eyes. Skillfully emphasized with Factor's mascara and eye shadow, "Garbo's eyes" forced all American women to immediately follow her example.
For Rudolph Valentino, he created special makeup that masked his too dark skin on screen.

Color harmony

In 1918, he voiced the idea of “Color Harmony” in makeup, which was that cosmetics should be combined not only in color, but also match the skin tone, hair shade, eye color and complexion of a woman. It was Max Factor who in 1920 introduced into widespread use (and did not invent, as many for some reason think) the term “make up” instead of the term “cosmetics”, based on the meaning of the verb “to make up” (literally: to draw, to make a face) . Previously, this term referred to makeup in theaters of dubious reputation, and it was simply not used in polite society.

In 1922, while traveling around Europe with his wife, Max decided to visit the headquarters of the Leichner company in Germany, whose largest distributor of theatrical makeup he was. The company treated him very arrogantly and made him wait a long time for an audience in the reception area. Max was very angry about this, he left the reception and immediately sent a telegram to his sons so that they should stop selling Leichner products and start producing theatrical makeup under their own brand. Max Factor makeup was produced in liquid form in tubes and was much more convenient to use. Soon the new makeup almost completely replaced Leichner's products from the market.

In the 20s, his sons Davis and Frank actively joined his father’s business. Davis became the general manager of the company, and Frank helped his father develop new cosmetic products. In 1925, the company received an order for 600 gallons (2,700 liters) of light olive makeup for the film Ben-Hur. The film had many crowd scenes and was filmed in the USA and Italy. This amount of makeup was needed to ensure that the American actors and their darker Italian colleagues had the same skin color.

In 1926, Max Factor first invented waterproof theatrical makeup for the film Mare Nostrum. Beginning in 1927, the company began actively selling its products throughout America. For this purpose, a new company, Sales Builders, was created, which was engaged in advertising, promotion and distribution of Max Factor products. Thanks to his connections with the world of cinema, Max used many of the stars of the time to advertise his products. Celebrities starred in advertisements for a symbolic $1, although the benefits were mutual. Advertising was often released on the eve of the next film in which the star starred, and box office receipts grew from this.

In 1928, Max Factor introduced a cosmetic line designed specifically for black and white cinema. For this work, as well as for his overall contribution to the development of cinema, the Factor received an Oscar.

Platinum blonde

The most famous example of Factor-stylist's work is the transformation of the young actress Jean Harlow. Factor made her the world's first "platinum" blonde, and then developed a separate line of makeup for this type of appearance. Jean Harlow became a superstar, and thousands of women around the world began to copy her looks.

Panchromatic

In October 1929, Max Factor introduced a new line of make-up for sound films. Once we started recording sound, it became impossible to use the old carbon light sources, as they made a lot of noise. The new tungsten filament lamps produced good soft light but also produced heat. In addition, the old orochromatic film was replaced with a more sensitive panchromatic film called Panchromatic. It became impossible to make a movie with the old makeup, the actors' faces turned out to be too dark, and it took Max six months of active development and screen tests to come up with the new Panchromatic makeup.

In 1935, he opened the Max Factor Makeup Studio, which had four rooms of different colors according to the number of “Color Harmony” options, designed to select the right shades of makeup for women of different color types. The blue office - for blondes - was opened by Jean Harlow; green - for red-haired people - the famous dancer Ginger Rogers, partner of Fred Astaire. For brunettes there was a pink office, which was opened by Claudette Colbert, who became famous in silent films, and for “brownettes” - a peach one. It was opened by actress Rochelle Hudson, Factor's favorite model. Max coined the term “brunette” (from the word brown) to refer to women with dark brown hair, of which the stylist believed the majority were.

The opening ceremony of the studio was covered in all newspapers. Particular attention of reporters was attracted by the gigantic “Leaf of Fame”, on which all the Hollywood stars of that time left their autographs and which is considered the most complete collection of autographs of celebrities of that time. It was in this studio that Max Factor invented the “Beauty Calibrator” - a device worn on the head to measure facial parameters and how they compare with standards. After this, it was possible to eliminate the flaws with the help of makeup.

The motto of most advertising campaigns for Max Factor cosmetics is the phrase “Makeup for the stars - and for you.” Then it was shortened to “For the stars - and for you.” Subsequently, this was the name of Max Factor’s radio and television show, which ran for many years. Even Frank Sinatra took part in it.

Bright Technicolor colors

Following the noisy opening of the salon, Factor began work on his most daring project - makeup for color cinema. Then Panchromatic film was replaced by a new standard - Technicolor. When shooting on new film, the makeup on the actors’ faces gave a lot of reflections and glare, and this problem again had to be solved by the Max Factor company. Max himself practically did not take part in the development as he was undergoing rehabilitation after a car accident. He was hit by a delivery truck. His son Frank did most of the work. The development of the new makeup took about two years.

The new makeup was created in 1937 in a dense compressed form and was sold in a round box called Pan-Cake. Pan-Cake did not catch reflections, lay flat and was available in any color range. It was first used in the film Vogues of 1938. Then the phrase “makeup from Max Factor” appeared for the first time in the credits of the film. The success of the “pancake” was stunning. Film critics devoted entire articles to this miracle. The delightful complexion created by the “pancake” has been compared to “peaches and cream.”

The Age of New Inventions

At the height of his success, Max Factor died in 1938. The man dubbed the "Wizard of Hollywood" left behind one of the world's - and history's - largest cosmetics empires. Factor's eldest son, Frank, became the head of the company. He changed his name and became Max Factor Jr.

In 1946, Max Factor Jr. patented a recipe for a new makeup for television, work on which his father began in 1932. From then on, every new product, every breakthrough in the field of cosmetics was associated with the Max Factor brand. Factor's sons created permanent makeup for filming in water and waterproof mascara, as well as material for body-paint - body painting.

Back in the 1930s, Factor made up a nude dancer for the first time, many years before the sensational photograph of Demi Moore appeared on the cover of Vanity Fair. It was the Factors who first began to use a brush for applying powder and lipstick, came up with an eyebrow comb, a tube with a mascara brush, long-lasting lipstick, nail polish, hairspray, liquid foundation and many other little things that a modern woman cannot imagine without. morning toilet.

Creme Puff

In 1951, Max figured out how to combine foundation and face powder and called his invention Creme Puff.

Trendsetters

In the 1950s, young female fashion models became a symbol of beauty and fashion. The era of fashion magazines had begun. During this decade, the image of the “teenage girl” came into fashion. The factor created a new style, unusually expanding the range of shadows and using light Roman Pink lipstick for the first time. The embodiment of this style was the famous model Twiggy, as well as such superstars as Marilyn Monroe, Sophia Loren, Brigitte Bardot and Elizabeth Taylor. Liz Taylor owes her unforgettable “Cleopatra eyes” to Max Factor. Less emphasis on the lips led to more expressiveness in the eyes, and this trend carried over into the makeup of the legendary 60s.

Max Factor changed the fashion trend again with false eyelashes, liquid eyeliner and waterproof mascara. At the same time, the first makeup removal pad appeared. In the 70s, Factor Jr. introduced into fashion the principle “Back to nature!” - and the sophisticated and gentle Catherine Deneuve and Cybil Shepherd appeared. Avocado, lemon, green apples and wild herb extracts have been used to create new cosmetics and perfumes. Tanned, golden and sultry, Max Factor's California Look has taken the world by storm. Makeup has become more natural, exciting and joyful.

Changes

Since 1973, changes began in the company: the last president who belonged to the family died. The firm's original methods and technologies were transferred to the UK's No. 1 Cosmetics Consultant, Miss Eve Gardner. The principle of transferring knowledge and experience from Consultant to Consultant operates in the company to this day. In 1991, Max Factor Limited was acquired by Procter & Gamble and became part of its Cosmetics Division. In 1993, the Max Factor brand was introduced in a new dark blue and gold color scheme and became known as Max Factor International.

Sidney Factor retired, and then his children from the third generation of Factors: Barbara, Donald and Davis Factor Jr. left the family business. The company decided to merge with another brand - Norton Simon. Since 1976, none of the direct heirs of the great Max Factor have worked for the company.

In 1986, the then owner of the company, Beatrice Foods, sold its Playtex cosmetics division, which included Max Factor, to Ronald Perelman of Revlon for $500 million.

In 1991, Revlon sold Max Factor Limited to Procter & Gamble for $1.5 billion. Max Factor was close to bankruptcy until parent company Procter & Gamble revived Max Factor with the launch of the remarkable Lipfinity line. For the first time in a long time, lipstick lovers everywhere were clamoring for this innovation, eager to try a color that "lasts all day." In 1993, the Max Factor brand was introduced in a new dark blue and gold color scheme and became known as Max Factor International.

Drawing on more than 90 years of experience, Max Factor continues to enjoy a reputation as a creative leader, balancing the latest technology with classic beauty, and remains popular among women around the world.

Important events in the life of Max Factor:

1914: Invented makeup specifically for creating makeup for cinema. The new makeup had 12 shades and came in the form of a liquid cream in a jar, as opposed to the old theater makeup, which was fat-based and came in the form of solid sticks.

1920: Developed the principles of “Color Harmony” in makeup, which was that cosmetics should be combined not only in color, but also match skin tone, hair shade, eye color and complexion.

1925: Introduced Max Factor's Supreme Nail Polish, a beige nail polish that, when applied and buffed, imparted a shine to the nails.

1927: Created Society Nail Tint, a pink nail polish in a porcelain jar. Applied to the nails, it gave them a natural pink color. “Society Nail White”, a white polish, also became a bestseller. It was applied to the bottom of the nail. It is the ancestor of modern “French makeup”.

1928: Invented makeup specifically for black-and-white films, for which he was awarded an Oscar for his contribution to the development of cinema.

1930: Invents lip gloss

1932: Developed "Telemakeup" designed specifically for television

1934: Invented liquid nail enamel

1935: Opened Max Factor Makeup Studio in Los Angeles.

1937: Invented "Pancake" for color films.

1938: Max Factor died at the age of 59. His son, Frank, took the name Max Factor Jr. and continued his father’s work.

1940: Created Tru Color Lipstick, the first permanent, smudge-proof lipstick.

1948: Developed PanStik makeup - facial makeup in a tube like lipstick.

1951: Figured out how to combine foundation and face powder and called his invention Creme Puff.

1954: Created Erace concealer and developed a cosmetic line specifically for color television that remains a standard to this day.

1971: Invents waterproof makeup.

In the first quarter of 2010, Procter & Gamble stopped promoting Max Factor cosmetics in the United States and focused its efforts on the CoverGirl cosmetics line. Although MaxFactor cosmetics are still available in the US exclusively on Drugstore.com. Now the MaxFactor brand is being promoted outside of America.

I suggest you get acquainted with some more interesting stories of famous brands: or also the famous The original article is on the website InfoGlaz.rf Link to the article from which this copy was made -

"Max Factor - the father of modern cosmetics"

Max Factor- a famous cosmetics empire named after its founder Max Factor (real name - Maximilian Abramovich Faktorovich), who was born on September 15, 1877 in the city of Zduńska Wola. This city is part of the Lodz Voivodeship, hence the confusion and incorrect indication in many articles of the city of Lodz as the birthplace of Max. Then it was the territory of Tsarist Russia, and now it is modern Poland.

Max grew up in a large family (more than 10 people), and from childhood he had to go to work to help his parents feed the family. At the age of seven, he first became acquainted with the world of theater - he was sent to sell oranges and lollipops in the lobby. At the age of 8, Factor became a pharmacist's assistant, and at the age of nine, he became a cosmetologist's apprentice, performing small tasks.

At the age of fourteen, he moved to Moscow and joined the Bolshoi Theater as an assistant make-up artist. The skills acquired in the theater greatly helped Factor in the future.

Then he had to undergo compulsory military service in the Russian army.

After demobilization, Faktorovich opened his own store in Ryazan in 1895, where he sold blush, creams, perfume and wigs - mostly all of his own making. Once a theater troupe stopped in Ryazan and after a few weeks the products of the Polish Jew were already known at court. “I spent all my time doing individual counseling, showing them how to enhance their features and hide their flaws.”

Later he moved to St. Petersburg, where he began working at the Opera House, doing costumes and makeup.

The actors, made up by Max Factor, played in front of Nicholas II, and soon the name of the talented make-up artist became widely known among the nobility. For several years he worked as a cosmetics specialist at the court of the Russian Tsar and in the imperial theaters.

Discovery of America

In 1904, Max Factor emigrated to America with his wife, daughter and two sons because he realized that it was unsafe to remain in Russia.

With the help of his brother and uncle, Factor (Americans quickly shortened his complex first and last name) opened his own hair salon and a small perfume and cosmetics store in St. Louis. In 1908, the family moved to Los Angeles and opened a cosmetics store near the Dream Factory on Hollywood Boulevard.

Max chose the location of his store very well and very soon became widely known among Hollywood actresses. He sold wigs and theatrical makeup. Max's store was the distributor and representative on the West Coast of two of the largest theatrical makeup manufacturers: Leichner and Minor.

The solution to the problem was makeup, invented by Max specifically for creating makeup for the screen. Now the actors, shot in close-up, looked more natural.

The new makeup had 12 shades and came in the form of a liquid cream in a jar, as opposed to the old theater makeup, which was a fat-based solid stick that would crack and fall off. The new makeup was first tested during special screen tests on actor Henry B. Walthall.

In 1914, he invented the first "cosmetics for creating drops on the eyes" - this is the very first famous discovery of Max Factor. Black wax was applied to the ends of the eyelashes, after which the wax was melted. Next, he created a new makeup for cinema - in the form of a cream, which was applied in a thin layer and did not dry out on the skin.

It was then that Max Factor formulated his basic rule: “Makeup cannot be considered successful if it is noticeable. It’s good only if a stranger can’t guess that you’re wearing makeup.”

All women are beauties

And he also wanted to make not only stars beautiful, but also ordinary women. Until the beginning of the 20s. using cosmetics was considered extremely indecent; this was “forgiven” only to theater or film actresses, as well as women of easy virtue. Thanks to Max Factor, ordinary - “decent” - women began to use cosmetics in America.

Since 1916, all of his new products immediately appeared in retail sales. Customers paid close attention to what their favorite movie stars looked like. And as soon as something new appeared in their makeup, women could be sure that they would find this new product in Max Factor stores.

For Rudolph Valentino, he created special makeup that masked his too dark skin on screen.

It was Max Factor who in 1920 introduced into widespread use (and did not invent, as many for some reason think) the term “makeup” instead of the term “cosmetics”, based on the meaning of the verb “to make up” (literally: to draw, to make a face). Previously, this term referred to makeup in theaters of dubious reputation, and it was simply not used in polite society.

In the 20s, his sons Davis and Frank actively joined his father’s business. Davis became the general manager of the company, and Frank helped his father develop new cosmetic products.

In 1925, the company received an order for 600 gallons (2,700 liters) of light olive makeup for the film Ben-Hur. The film had many crowd scenes and was filmed in the USA and Italy. This amount of makeup was needed to ensure that the American actors and their darker Italian colleagues had the same skin color.

In 1926, Max Factor first invented waterproof theatrical makeup for the film Mare Nostrum.
Beginning in 1927, the company began actively selling its products throughout America. For this purpose, a new company, Sales Builders, was created, which was engaged in advertising, promotion and distribution of Max Factor products. Thanks to his connections with the world of cinema, Max used many of the stars of the time to advertise his products. Celebrities starred in advertisements for a symbolic $1, although the benefits were mutual. Advertising was often released on the eve of the next film in which the star starred, and box office receipts grew from this.

Platinum blonde

The most famous example of the work of the Stylist Factor is the transformation of a young actress. The factor made her the world's first “platinum” blonde, and then developed a separate line of makeup for this type of appearance. Jean Harlow became a superstar, and thousands of women around the world began to copy her looks.

Panchromatic

In October 1929, Max Factor introduced a new line of make-up for sound films. Once we started recording sound, it became impossible to use the old carbon light sources, as they made a lot of noise. The new tungsten filament lamps produced good soft light but also produced heat. In addition, the old orochromatic film was replaced with a more sensitive panchromatic film called Panchromatic. It became impossible to make a movie with old makeup, the actors’ faces turned out too dark and it took Max six months of active development and screen tests to come up with new Panchromatic makeup.

10 November 2017, 16:28

The future “father” of decorative cosmetics, Maximilian Abramovich Faktorovich, was born into a large family of Abram Faktorovich and his wife Cecilia Tandowska in 1877 in the city of Zdunska Wola in the Russian Empire. His mother died when Max was only two years old, and his father, who had to work a lot, barely made ends meet.

Maximilian did not disdain any work. At first he worked in the theater - before the performance he sold sweets in the foyer. The most vivid impression of that time was the beautiful, decorated actresses who let the boy see behind the scenes. At the age of eight he became a pharmacist's assistant. He introduced him to chemistry, which the boy became very interested in. A year later he worked for a famous cosmetologist. Then he went to a stylist, where he was taught how to use wigs.

At the age of 15, he moved to Moscow and joined the Bolshoi Theater as an assistant make-up artist. The skills acquired in the theater greatly helped Factor in the future. He then had to undergo compulsory military service in the Russian army.

After demobilization, in 1895, Faktorovich opened his own store in Ryazan, where he sold blush, creams, perfume and wigs - mostly all of his own making. One day a theater troupe stopped in Ryazan. The actors liked the products offered in Faktorovich’s store and useful tips on applying makeup from the owner himself so much that after a while he moved to St. Petersburg to work at the Opera House. The royal family liked the actors who performed in Faktorovich's makeup and wigs so much that they invited him to work at court. For several years he worked as a cosmetics specialist at the court of the Russian Tsar and in the imperial theaters.

“All my time was occupied by individual consultations, I showed them how to emphasize the advantages and hide the flaws of their faces”.

Faktorovich quickly realized: he was caught, albeit in a golden cage. They kept an eye on the talented cosmetologist. In 1904, anticipating political changes in the country, Faktorovich decided to move to America with his wife and two sons. Maximilian turned to a doctor he knew to help him imitate the disease. With the help of yellowish makeup they achieved the result. The doctor assured everyone that the cosmetologist needed rest and offered to send him to Karlovy Vary. Faktorovich was released, but with security. He later managed to escape from her and - long live freedom!

The long Jewish name was immediately shortened in the American manner - Max Factor. With the help of his brother and uncle, Factor opened his own barbershop and small beauty supply store in St. Louis. In 1908, the family moved to Los Angeles and opened a cosmetics store near the Dream Factory on Hollywood Boulevard. He sold wigs and theatrical makeup. Max's store was the West Coast distributor and representative for two of the largest theatrical makeup manufacturers: Leichner and Minor.

One day, Max, while walking, noticed a flock of girls hurrying somewhere. What caught his attention was how badly they were made up. Following them, Factor found himself on the set.

The makeup of those times was far from perfect. A wild mixture of flour, lard, petroleum jelly and starch dried out on the face, and cracked with any muscle movement. On the screen it looked disgusting, because film became more and more realistic every year, film production developed and what seemed natural in the frame a year ago was terrifying now. Innovative textures and color palettes were required, and the actors' faces had to be alive and not appear waxy. At the turn of silent and sound films, everything demanded change. But Max knew: he could do differently.

The makeup artist came up with makeup in the form of a liquid cream. Not only did it fit perfectly on the skin, but it also came in 12 shades. On the set, the innovation was received with a bang. Following the make-up, in 1914, the prototype of modern mascara appeared, which Factor called “cosmetics for creating drops on the eyes.” He melted black wax and applied it to the models' eyelashes.

In 1918, the makeup artist proposed a sensational approach: he stated that when choosing cosmetics, you need to focus on the color of your hair and eyes, and the proportions of your face. We never even thought about this before!

Until the 1920s, walking around with makeup on your face was considered bad manners. It was used only by ladies of easy virtue and actresses. But Factor understood that cosmetics make a woman more beautiful and expressive, and he really wanted the fair sex to understand this. In 1922, while traveling around Europe with his wife, Max decided to visit the headquarters of the Leichner company in Germany, whose largest distributor of theatrical makeup he was. The company treated him very arrogantly and made him wait a long time for an audience in the reception area. Max was very angry about this, he left the reception and immediately sent a telegram to his sons so that they should stop selling Leichner products and start producing theatrical makeup under their own brand. Max Factor makeup was produced in liquid form in tubes and was much more convenient to use. Soon the new makeup almost completely replaced Leichner's products from the market. Max offered the ladies eye shadow in natural shades and pink lipsticks. The main rule of the cosmetologist was: “Makeup cannot be considered successful if it is noticeable to outsiders.”

Greta Garbo, when she first appeared in Hollywood, shocked everyone with the beauty of her eyes. Skillfully emphasized with Factor's mascara and eye shadow, "Garbo's eyes" forced all American women to immediately follow her example.

The lipstick was not particularly successful until Factor used it to transform the appearance of the famous actress Clara Bow, creating for her a special “Cupid's Bow” lip contour in the shape of a heart.

The merit of Max Factor was not only the invention of cosmetics, but also teaching women how to properly apply makeup to their faces in order to hide flaws and highlight their advantages. How could a girl of that time not want to shine with beauty in imitation of her favorite film star? Plus, Max Factor was the first to develop individual makeup for blondes, brunettes, redheads and brown-haired women.

Meanwhile, there was no end to buyers. They learned about new cosmetic products from the movies, after seeing the makeup of this or that star, and immediately ran to Factor for blush or lipstick. Meanwhile, he continued to work for the benefit of cinema. So, in 1926, Max invented a special waterproof makeup. In 1928, Max Factor introduced a cosmetic line designed specifically for black and white cinema. For this work, as well as for his overall contribution to the development of cinema, the Factor received an Oscar. In 1929, when sound appeared in films, the requirements for filming changed. We needed makeup that was resistant to heat, and Max Factor created that too.

He was a great experimenter. For example, one day I decided to check how long-lasting a new lipstick was. Initially, she was tested by female employees, but soon the girls got tired. And then Max came up with the “kissing machine.” It represented male and female lips that merged in a kiss. The women's ones were wearing lipstick. The result was determined by the number of prints after which the lipstick was erased.

The factor was friends with many stars who were happy to star in advertisements for his products for a nominal fee of $1. Advertising was often released on the eve of the next film in which the star starred, and box office receipts grew from this.

The celebrity friends did not disappoint in 1935, when Factor invited them to the opening of his “Makeup Studio.” The opening ceremony of the studio was covered in all newspapers. Particular attention of reporters was attracted by the gigantic “Leaf of Fame”, on which all the Hollywood stars of that time left their autographs and which is considered the most complete collection of autographs of celebrities of that time.

“Makeup Studio” was also interesting because the space inside was divided into four rooms. In blue, blondes were invited, in green, red-haired young ladies were welcome, in pink, brunettes were welcome, and in peach, dark-blond ones were welcome. It was impossible to pass by the amazing design called the “Beauty Calibrator”. They put it on the girls’ heads and measured their facial parameters. This way it was possible to most accurately select makeup that would disguise imperfections in appearance.

It was Max Factor who introduced into widespread use (and did not invent, as many for some reason think) the term “make up” instead of the term “cosmetics”, based on the meaning of the verb “to make up” (literally: to draw, to make a face). Previously, this term referred to makeup in theaters of dubious reputation, and it was simply not used in polite society.

At the height of his success, Max Factor died in 1938. The man who was called the “Wizard of Hollywood” left behind one of the largest cosmetics empires in the world and in history. Factor's eldest son, Frank, became the head of the company. He changed his name and began to call himself Max Factor Jr.

In the 1950s, young female fashion models became a symbol of beauty and fashion. The era of fashion magazines had begun. At the end of this decade, the image of the “teenage girl” came into fashion. The factor created a new style, unusually expanding the range of shadows and using light Roman Pink lipstick for the first time. The embodiment of this style was the famous model Twiggy, as well as such superstars as Marilyn Monroe, Sophia Loren, Brigitte Bardot and Elizabeth Taylor. Liz Taylor owes her unforgettable “Cleopatra eyes” to Max Factor. Less emphasis on the lips led to more expressiveness in the eyes, and this trend carried over into the makeup of the legendary 60s.

Since 1973, changes began in the company - Sidney Factor retired, and then his children from the third generation of Factors: Barbara, Donald and Davis Factor Jr. left the family business. The company decided to merge with another brand - Norton Simon. Since 1976, none of the direct heirs of the great Max Factor have worked for the company.

In 1986, the then owner of the company, Beatrice Foods, sold its Playtex cosmetics division, which included Max Factor, to Ronald Perelman of Revlon for $500 million.

Brand history.

To begin telling you the history of the Max Factor brand, first of all, it is necessary to introduce you to the “father” of this cosmetics brand, Max Factor himself (real name Maximilian Faktorovich). The master of women's makeup and the founder of this brand was born on August 5, 1872 in the city of Lodz (now the territory of modern Poland), Russian Empire. At the age of 14, the future “father of modern cosmetics” mastered the craft of hairdressing. After which he got a job in his specialty at the opera house, where, in addition to selecting wigs for actresses, he worked on theatrical costumes and makeup. Thanks to the fact that the actors wearing Max's makeup performed in front of the Tsar himself, Russian nobles started talking flatteringly about him. Therefore, he was offered a position as a cosmetics expert at the royal court of Nicholas II and as a make-up artist in the emperor’s theaters, to which he agreed and devoted nine whole years to this work. He managed to open his first store selling cosmetics in 1895, in Ryazan. Ten years later, Max Factor moved to America with his wife, daughter and two sons.

Long live America, long live Hollywood.

Further, the history of the creation of a cosmetic brand developed outside the Russian Empire. In America, Max Factor was able to open a small store where the main products were cosmetics, perfumes and wigs. But soon a real black streak awaited Factor in his life: his wife died, and due to fraud, he practically lost his business. But this did not stop the “father of modern cosmetics” and already in 1908 he moved to Los Angeles. It was there that the film industry gained enormous popularity and the peak of its development at that time. Taking advantage of this, Max Factor opened his next store not far from the studio where the films were filmed. And he was not at all wrong. Thanks to his knowledge of cosmetics and the intricacies of makeup, the actresses who made their purchases from him began to consult with him on the topic of what the correct new makeup should be for filming in front of the camera, because the makeup installed at the theater was not at all suitable for this. In 1914, Max Factor became the inventor of new makeup for filming. It was a special face cream that improved its color. This cream was highly appreciated by such Hollywood actors as Fatty Arbuckle, Charlie Chaplin and Buster Keaton. Thanks to this, Max Factor gained the status of a professional. Along with the development of cinema, Max’s business also developed in parallel. In 1918, he developed a special “color harmony” in makeup, which included a combination of skin tone and hair and eye color.

Oscar-winning cosmetics.

Already in 1928, Max Factor, together with his sons, improved the color palette of cosmetics. This became a huge advantage when color films appeared in Hollywood. Thanks to his innovation, Factor was awarded an Academy Award for his enormous contribution to the development of cinema. And it has become a huge rarity when history remembers what Oscars were given for cosmetics. Vivien Leigh, Clara Bow, and Betty Grable became regular clients of the “daddy of cosmetics.” But besides the stars, Factor’s cosmetics could also be used by all other women, because his cosmetics began to be sold throughout America.

The first salon in Hollywood.

After some time, Factor needed to expand his business. To this end, in 1935, he opened a luxurious salon called Max Factor's Hollywood Makeup Studio. The highlight of this salon was the opening of four special rooms, which were placed according to the “Color Harmony” principle: blue room - blondes, green - redheads, pink - brunettes, peach - brownettes. In this salon, Factor developed a special “Beauty Calibrator”, which, when placed on a woman’s head, could reveal all the facial flaws. After which they were easily hidden with the help of makeup. The main motto of Max Factor cosmetics was the phrase: “Makeup for the stars and for you.”

Innovation in action.

In 1938, Max Factor died. Instead, his eldest son Frank, who changed his name to Max Factor Jr., took over the huge cosmetics empire. It was he who invented new makeup for television in 1946. This was followed by new cosmetics for filming in water, cosmetics for body art, brushes for applying lipstick, combs for eyebrows, tubes with a brush for mascara, liquid foundation for the face and much more. All this was produced under the proud brand name Max Factor.

The main trendsetter.

The 1950s saw the rise of photo models and fashion magazines. To this end, Max Factor released a special palette of decorative cosmetics, which soon became the main color palette of fashion makeup trends of the 60s. This also includes false eyelashes, thick eyeliner, and waterproof mascara. In the 70s, the company developed a range of natural makeup shades, which again became the trend palette of the time.

Max Factor today.

To date, the story of Max Factor is not over at all. Guided by its 80 years of experience, the company continues to enjoy its status as a worldwide leader in the production of decorative cosmetics. Within this brand, all the latest technologies are combined with classic beauty. The famous Voyage magazine named the cosmetics of this brand one of the most popular in the list of famous cosmetic brands around the world. Also, Max Factor is still the most popular cosmetics in modern Hollywood. And the modern motto of the branded trademark has become the phrase: “Professionals recommend Max Factor!” By the way, in honor of the “father of modern cosmetics” Max Factor, a star was laid on the Hollywood Walk of Fame, which does the cosmetic brand a great honor.

In 2015 there will be 120 years from the very day Max Factor, a native of the then Russian city of Lodz, opened his first perfume shop in Ryazan. By that time, his name was already known at the court of Nicholas II: for 9 years, Factor worked as a cosmetics expert in the imperial theaters and advised royalty on relevant issues. By the time he opened his first store, the experienced specialist was 23 years old...

Thus began the legendary history of the company, which has been a truly global cosmetics empire for many years.

In 1904 Max Factor moved to America, where he first opened a small store of perfumes, cosmetics and wigs in St. Louis, and in 1908 he moved to Los Angeles, where in those years the rapid development and formation of the young film business took place. There he opened his new store not far from the film studios, and soon became the main consultant for actresses who came to him between filming to get advice on what makeup was best to use in front of the camera.

The usual theatrical makeup was not suitable for cinema, and in 1914 Max Factor makes its first famous discovery - it invents makeup in the form of a cream., which was applied to the skin in a thin layer and did not dry out on the skin, unlike regular makeup.

It was then that the main rule of Max Factor was formed: makeup cannot be considered successful if it is noticeable, it is only good when a stranger does not realize that you are wearing makeup.

In parallel with the development of the film industry and the emergence of new technologies, Max Factor’s business also developed. More and more new cosmetic products appeared, in 1918 he formulated an idea that always remains relevant in the art of makeup artists - idea of "Color Harmony". Its essence is this: certain combinations of skin tone, hair color and eye color look much more impressive if all cosmetic products match them in shades.

The main successes in creating a full range of cosmetics for filming on color film were still ahead, but even then the invaluable contribution "Hollywood Wizard", as Max was admiringly called, was praised by the American Academy of Motion Pictures and he was awarded "Oscar".

However, Max Factor worked not only for film stars: His core principle was that all women are beautiful and they all deserve to look, or at least feel, like queens. For millions of ordinary customers, he revealed the beauty secrets of their idols and made it possible to look like Rita Hayward or Ginger Rogers real. By the way, movie stars used “Papa Factor” cosmetics not only in front of the camera, but also in everyday life.

The most famous example of the art of image creation is Max Factor's transformation of the young actress Jean Harlow. into the world's first platinum blonde.

Jean Harlow soared to the very top of the Cinema Olympus, and thousands of women began to actively dye their hair and copy her appearance, using a range of cosmetics for platinum blondes, specially created by the outstanding master.

In 1935, Factor opened its "Max Factor Hollywood Makeup Studio". Its opening ceremony is still considered one of the most famous parties in the history of the Dream Factory.
In 1938, at the height of his success and fame, Max Factor died.

His father's place was taken by his son Frank, an excellent chemist who took the name Max Factor Jr., and with honor continued the work of his glorious parent. Over the years of existence MAX FACTOR & Co has turned into a cosmetic empire, whose products are still preferred by millions of women around the world. Many times, images created by the company’s specialists have appeared on the covers of glossy magazines and become standards of style and beauty.

In 1991, the company MAX FACTOR LTD. was acquired by Procter & Gamble and became part of the Cosmetics Department

The best makeup artists in Hollywood and show business and today they traditionally use cosmetics from MAX FACTOR. Sarah Monzani, Tina Earnshaw, Louise Constad- the names leave no doubt about the professionalism of these specialists.

Audrey Hepburn and Elizabeth Taylor, Twiggy and Sophia Loren, Marilyn Monroe and Catherine Deneuve, Isabella Rossellini and Michelle Pfeiffer and many, many others, so different, but truly the most beautiful women of the 20th century became symbols of their time and standards of beauty, thanks also to that the familiar marvelous eyes and plump lips, arched eyebrows and gentle blush were emphasized and indicated by subtle strokes using eye shadow and mascara, lipstick and powder of the same brand - MAX FACTOR.

MAX FACTOR - today

Today the Max Factor brand has changed, stepped into the 21st century under the new motto of fashion, beauty and glamor. For several years in a row, makeup from Max Factor has graced the main catwalks in Milan and Paris, which has allowed the brand to gain status of official high fashion cosmetics.

The creative director of P&G Corporation is an English makeup artist - Pat Mangraft, is by far the most influential person in the fashion industry. She oversees many companies under the wing of this company. Knowing well all aspects of the work of a makeup artist, she advises the production company.

For several years now, Pat has been collaborating with the Max Factor brand, where she serves as the international director of creative cosmetic design, participates in the development of design solutions, new products and technologies, and leads the creation of collections of color trends from Max Factor.

Since 2008 The official makeup artist of Max Factor in Russia is Vladimir Kalinchev- one of the most famous and outstanding makeup artists in Russia. A freelancer and freelance artist, he takes part and wins many championships, trains young makeup artists, works at High Fashion Week and collaborates with the most popular glossy magazines in Russia - Elle, Vogue, Elle Lux, Yes, Harper's Bazaar, GQ.

Today Vladimir Kalinchev is top stylist of the most rated projects on Channel One- “Two Stars”, “Star Factory”, “Circus with the Stars”, “Ice Age”, “Ice and Fire”, where he works with such brilliant stars as Philip Kirkorov, Jasmine, Elena Korikova, Chulpan Khamatova, Mikhail Galustyan , Igor Vernik, Daria Poverennova, Victoria Daineko, and many others. And his face is probably familiar to you.