Max Factor

In the Golden Age of Hollywood, when it came to makeup, only one name was on the lips of the stars on the silver screen. This name was Mr. Max Factor, a visionary make-up artist, wig maker and inventor, Max Factor was known for creating the distinctive appearance of the most famous icons of the era such as Ava Gardner, Jean Harlow and Marlene Dietrich. But he believed that glamor should be available to all women. Max Factor was born in Russia and emigrated to America in 1914, settling in LA to be closer to the budding film industry. Word of Max Factor's expertise quickly spread, and he soon began working with leading Hollywood movie stars and making his own cosmetics for a glamorous but realistic look on screen. In 1916 he began selling eye shadow and eyebrow pencils. This was the first time such products were available outside the film industry. Four years later, he launched a full range of cosmetics, calling it "makeup" - a phrase he coined. The make-up products and techniques created by Max Factor for the film industry and his Hollywood clients won him an Oscar, but his guiding philosophy was that any woman can be glamorous with the right make-up tools and skills. From mascara to foundation, eye shadows to lip gloss - Max Factor puts transforming make-up tools in every woman's hands, allowing her to create her own shine every day.