This iconic makeup brand is coming back to the States and we are SO excited
As a little girl growing up in the ’90s, I spent a big chunk of my time sitting backstage at dance shows getting my makeup done by someone’s mom or older sister—and I always felt super glamorous because I had my own set of Max Factor cosmetics, reserved exclusively for these types of occasions.
If you were anything like me, your heart broke a little when the beloved beauty brand was wiped clean from U.S. drugstore shelves in 2009. Citing diminishing sales, Max Factor’s parent company, Procter & Gamble, decided to focus its efforts on marketing Max Factor internationally, where it was earning the bulk of its $1.2 billion in annual sales.
But now the iconic brand is back in the U.S. with a limited-release capsule collection that features a few essentials: two lipsticks, a liquid eyeliner and a mascara—everything you need to create the Old Hollywood look the brand is known for.
Mr. Max Factor was a Russian immigrant who rocketed to success in Hollywood in the early 20th century. Known for creating the iconic beauty looks made famous by Jean Harlow, Ava Gardner and other leading ladies, he began selling his own line of products for the everyday woman in 1916. In 1920, he launched his full collection, and he’s said to have coined the term “make-up.” Talk about leaving a legacy!
In an interview with Allure, Max Factor’s global creative design director, Pat McGrath (who was also behind this year’s highly-coveted Skin Fetish 003 highlighter), said now was exactly the right moment for the brand to return.