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Max Factor

In 1914 Max Factor invented a new version of the grease stick that was used for theatre make-up. This new version could be applied in a thinner layer, that made it look more natural which looked better on screen. With this invention Max soon became the number one man to go to when makeup for films was needed.

Max was not only inventing new types of makeup for the film industry, he was creating makeup for the people. 1918 was the year he invented the Color Harmony range which contains powders for all skin colours. In 1930 Max Factor invented lip gloss, that was also made for the movies, making the lips shiny on screen.

When Max Factor passed away in 1938 his son took over the business, keeping it in the family. The first new product created after his passing was the Tru Color Lipstick that was made with a smear-proof formulation. This was in fact the first smear-proof lipstick in the world! 1954 was the year of yet another invention – the concealer. Erace Concealer quickly became the industry standard and was used on most TV and film productions up until the advent of HD! Max Factor was also the first company to release waterproof makeup in 1971.

One of the newer innovations released by Max Factor is the False Lash Effect mascara. The first version of the False Lash Effect was launched in 2008 and it has been a best-selling product ever since.

In 2015 Max Factor launched a Star Wars themed range to celebrate the release of Star Wars: The Force Awakens. The range included already released products (Colour Elixir Lipsticks and False Lash Effect Mascara) in Star Wars packaging and 6 especially designed makeup looks.

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