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Max Factor Returns to the States

Updated: Jan 24, 2021

The legendary cosmetic line, Max Factor, is set to return to the US after 10 years of discontinuing sales in the United States. The brand was created in 1909 by makeup artist, Max Factor, himself. In fact, he was the first to popularize the term "makeup" as a form of product instead of the traditional term, cosmetic. It was the leading makeup line for film during the golden age of Hollywood and created the first cosmetic product with the intention of being used specifically for film.

Max factor had a very prestigious clientele of starlets including Judy Garland, Jean Harlow, Joan Crawford, Bette Davis, and many others. Many of their iconic looks were made by Max Factor, including Clara Bow's iconic cupid's bow lip, pictured above.

​​The line seems to be sticking with their classic glamour legacy this time around. The new products, pictured above, have a classic art deco kind of look to them. I vaguely remember Max Factor in the early 2000s, and at the time the brand kind of had that sort of appeal to it. Maybe they are revamping the line to fit in with the comeback of classic glamour in the mainstream. (I'm certainly not complaining)

The most familiarity I've had with the Max Factor line is the legendary Pan Cake Makeup. Back in my high school theater days we used it as a setting foundation that doesn't run under the heat of the lighting. Of course, I didn't realize that the product had been used since 1938, and was the best selling makeup during that time. Sadly, it doesn't look like it is being continued in the Max Factor line. You can now find Max Factor at, and

#oldhollywood #vintagemakeup #makeup #classicglamour

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