LOOK’s beauty team rounds up the key innovations and iconic moments in Max Factor’s legendary history.
1914: Mr Max Factor changes silver screen make-up forever by creating the first foundation for film, Flexible Greasepaint, after being horrified by the heavy, cakey theatre make-up seen on screen.
1920: The word ‘make-up’ is officially invented, coined by Max Factor himself. Society Make-Up is made available to the general public for the first time, enabling women to emulate the looks of their favourite movie icons.
1928: Max Factor is awarded an Oscar for developing cosmetics specifically for use in black-and-white films.
1940: Tru-Colour Lipstick is released in six shades of red, marking the arrival of the first ever smear-proof lipstick. Hollywood icon Rita Hayworth plays poster girl.
1947: Max Factor invents the Pan-Stick. Adored by legendary icons such as Ava Gardner and Judy Garland, who showcased it on screen for the first time, it was a cream-based foundation in stick form designed to be applied ‘as easily as lipstick.’
1953: Creme Puff Make-up hits stores as the first all-in-one blend of creamy make-up base and powder ever to be created. 60 years later, and it’s still one of the best selling foundations of all time.
1954: The original concealer, Erace, is born, intended to hide blemishes, lines and shadows from the camera.
1958: The world waves hello to Max Factor’s Mascara Wand, the first mascara to be applied with a wand from a tube rather than from a cake with a brush.
2001: Launching another first, Max Factor launches Lipfinity, the brand’s iconic long-lasting non-transfer lip stain. Between 2006-2008, one was sold every 9 seconds globally.
2009: Max Factor unveils what is to become its bestselling mascara, False Lash Effect.
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