Max Factor - biography: Hollywood's main makeup artist. Max Factor history of the person and brand Max Factor biography

Cosmetics brand Max Factor, created by the famous Mr. Max Faktar, is primarily a cosmetics product for professional makeup artists and stylists.

Having created many innovations such as false eyelashes and full face foundation, Max Factor Today, being a trendsetter in the world of beauty, it ensures the impeccable appearance of Hollywood goddesses of the past and present.

Such creations of Max Factor for movie stars as “ lips - Cupid's bow», « lips - hunting bow"for Joan Crawford and of course" bud lips", as well as the first in the world false eyelashes For Phyllis Haver, the brilliant silent film heroine.

In my time Max Factor collaborated closely with Hollywood, creating not only cosmetics, but also stage makeup technologies, as well as methods and technologies for applying makeup in everyday life.

To this day, knowledge about makeup and beauty products is constantly being improved, which, thanks to Max Factor consultants and cosmetologists, reaches all consumers of this brand.

The concept of beauty of the 20th century - glamor and luxury - constantly developing and improving, attracted ordinary women all over the world, who invariably prefer products from Max Factor.

A little history..

Founder of the company Max Factor cosmetics is the makeup artist Max Factor, whose real name is Maximilian Faktorovich. Max Factor was born on August 5, 1877 in Russia in the city of Lodz, but now this is the territory of Poland, which was once part of the Russian Empire.

Max Factor applied makeup to Russian theater actors, who performed in front of Nicholas II himself. And soon the name of the great make-up artist became known to almost all people of the noble court. And he was appointed chief in the development of cosmetics at the royal court and in the imperial theaters.

And then he almost immediately opened his own store in the city of Ryazan. Max Factor achieved the status of supplier of cosmetics for the royal family. And in 1904 he managed to emigrate to the United States of America.

In America, Max Factor also opened his own small store where he sold his cosmetics, perfumes and wigs at the St. Louis World's Fair.

But soon Max Factor suffered a series of failures, his beloved wife died, and at the same time betrayed his best business partner.

Then in 1908, he decided to move to Los Angeles to achieve completely new heights. So he opened his new store there, where he again offered his products.

In 1914, Max Factor made his first innovative discovery. He invented a new makeup in the form of a cream, which was applied in a thin layer and did not dry out like a crust on the skin. And then the main rule of Max Factor was formed: “Makeup cannot be considered successful if it is noticeable; it’s only good if a stranger can’t guess that you’re wearing makeup.”

In the USA, he achieved success quite quickly, as he invented safe and natural cosmetics that were easy to use. His cosmetics did not cause discomfort and it was a complete novelty.

His formulas for developing cosmetics are still used today, and it is with the help of them that we have our cosmetic products today.

His cosmetic products were used by such great and talented people as Charlie Chaplin, Buster Keaton, Fatty Arbuckle, Jean Harlow, Betta Davis, Claudette Colbert and many other movie stars.

Soon color televisions and color film appeared. The actors had to look perfect in front of the camera. And in 1928 Max Factor Together with his sons, he decided to improve the entire color range of his cosmetics. Then the stars looked flawless on the screens.

For his outstanding and significant contribution to the development of not only American but also world cinema, Max Factor was awarded an Academy Award from the American Academy of Motion Picture Arts.

Of course, success and popularity cosmetics Max Factor just growing. Not only celebrities, but also ordinary people wanted to try this miracle cosmetics; all women wanted to look attractive and beautiful, and only high-quality cosmetics could provide them with this.

“The name Max Factor symbolizes beauty both on and off the screen, in America and in a hundred other countries around the world,” published the still famous publication Glamor in the mid-30s.

Everyone around, and almost everyone knew Max Factor’s products, called him “ dad factor" Cosmetics were distributed at lightning speed. Every woman recommended Max Factor cosmetics to her friends and acquaintances, and so the chain continued.

Of course, despite their means, women saved up to purchase at least something from Max Factor cosmetics, because these products were associated with the most sophisticated, elegant and beautiful women, and these are Greta Garbo, Vivien Leigh, Clara Bow, Betty Grable and so on.

Max Factor began selling its products throughout America, which were selected according to the special principle of “Color Harmony”. Each customer received a questionnaire with the help of which she could accurately determine which of the four types of “Color Harmony” her appearance belonged to - blonde, brunette, red-haired, “brownette”. Then, when a woman had definitely decided on her type, she could choose the right cosmetics for herself.

The factor invented a new term “brownette”, it comes from the English word brown - brown. This term refers to the type of women with hair color that was then called "dark blonde", and this color was quite common among women and was often seen.

The store of its cosmetics, which Max Factor himself called a “shop,” had to be expanded, because there was simply not enough space for the products and for visitors. And in 1935, Max Factor opened his luxurious salon - the Max Factor Hollywood Makeup Studio.

Inside this salon there were very interesting and original cabinets according to the number of “Color Harmony” options. The blue office was intended for blondes, it was opened by Jean Harlow, the green office was made for red-haired people, it was presented by the then popular dancer Ginger Rogers, Fred Astaire's partner, the pink office was intended for brunettes, which was opened by the famous silent film actress Claudette Colbert, and for “brownettes” - a peach office, it was opened by actress Rochelle Hudson, Max Factor's most favorite model.

Max Factor created a special invention called the “Beauty Calibrator” - this device was placed on a woman’s head, established the parameters of the face and how they relate to established standards, only after that, with the help of makeup, facial flaws were eliminated.

It was then that the cosmetics company Max Factor was formed. The motto of this company became the phrase: “Makeup for the “stars” - and for you!”, and then the phrase was shortened, and the slogan became known to everyone: “For the “stars” - and for you!”

Max Factor even soon released his own television show, which was shown on screens and enjoyed quite a lot of popularity for many years, and which was called “For the “stars” - and for you!” The legendary Frank Sinatra even took part in this program.

But at the very top of his success, Max Factor died in 1938. He was called the "Hollywood Wizard", the founder of the great cosmetics company Max Factor.

After Max Factor, the head of the Max Factor cosmetics company was his own son, Frank Factor, who, after receiving the position, changed his name and began to be called Max Factor Jr.

In 1946, Max Factor Jr. acquired a patent for a new makeup recipe for television, which his father had been developing since 1932.

The developers of Max Factor cosmetics created and invented permanent makeup for filming under water, waterproof mascara, cosmetics for body-paint - body painting, and so on. But back in the distant 30s, Max Factor made up a naked dancer. This was many years before the famous photograph of Demi Moore appeared on the cover of Vanity Fair.

In 1973, the Max Factor cosmetics company underwent changes. The last president who directly belonged to the Factor family has passed away. The original recipes, methods, technologies for the development of Max Factor cosmetics were transferred to the Cosmetics Consultant in the UK, Miss Eva GardnerMax Factor

In 1991 cosmetics brand Max Factor Limited was acquired by the company Procter&Gamble.

The Max Factor cosmetics company has existed for over 80 years. Today, Max Factor cosmetics are extremely popular in all countries of the world, and the company continues to be a leader among other cosmetic manufacturers.

10 November 2017, 16:28

The future “father” of decorative cosmetics, Maximilian Abramovich Faktorovich, was born into a large family of Abram Faktorovich and his wife Cecilia Tandowska in 1877 in the city of Zdunska Wola in the Russian Empire. His mother died when Max was only two years old, and his father, who had to work a lot, barely made ends meet.

Maximilian did not disdain any work. At first he worked in the theater - before the performance he sold sweets in the foyer. The most vivid impression of that time was the beautiful, decorated actresses who let the boy see behind the scenes. At the age of eight he became a pharmacist's assistant. He introduced him to chemistry, which the boy became very interested in. A year later he worked for a famous cosmetologist. Then he went to a stylist, where he was taught how to use wigs.

At the age of 15, he moved to Moscow and joined the Bolshoi Theater as an assistant make-up artist. The skills acquired in the theater greatly helped Factor in the future. He then had to undergo compulsory military service in the Russian army.

After demobilization, in 1895, Faktorovich opened his own store in Ryazan, where he sold blush, creams, perfume and wigs - mostly all of his own making. One day a theater troupe stopped in Ryazan. The actors liked the products offered in Faktorovich’s store and useful tips on applying makeup from the owner himself so much that after a while he moved to St. Petersburg to work at the Opera House. The royal family liked the actors who performed in Faktorovich's makeup and wigs so much that they invited him to work at court. For several years he worked as a cosmetics specialist at the court of the Russian Tsar and in the imperial theaters.

“All my time was occupied by individual consultations, I showed them how to emphasize the strengths and hide the flaws of their faces”.

Faktorovich quickly realized: he was caught, albeit in a golden cage. They kept an eye on the talented cosmetologist. In 1904, anticipating political changes in the country, Faktorovich decided to move to America with his wife and two sons. Maximilian turned to a doctor he knew to help him imitate the disease. With the help of yellowish makeup they achieved the result. The doctor assured everyone that the cosmetologist needed rest and offered to send him to Karlovy Vary. Faktorovich was released, but with security. He later managed to escape from her and - long live freedom!

The long Jewish name was immediately shortened in the American manner - Max Factor. With the help of his brother and uncle, Factor opened his own barbershop and small beauty supply store in St. Louis. In 1908, the family moved to Los Angeles and opened a cosmetics store near the Dream Factory on Hollywood Boulevard. He sold wigs and theatrical makeup. Max's store was the West Coast distributor and representative for two of the largest theatrical makeup manufacturers: Leichner and Minor.

One day, Max, while walking, noticed a flock of girls hurrying somewhere. What caught his attention was how badly they were made up. Following them, Factor found himself on the set.

The makeup of those times was far from perfect. A wild mixture of flour, lard, petroleum jelly and starch dried out on the face, and cracked with any muscle movement. On the screen it looked disgusting, because film became more and more realistic every year, film production developed and what seemed natural in the frame a year ago was terrifying now. Innovative textures and color palettes were required, and the actors' faces had to be alive and not appear waxy. At the turn of silent and sound films, everything demanded change. But Max knew: he could do differently.

The makeup artist came up with makeup in the form of a liquid cream. Not only did it fit perfectly on the skin, but it also came in 12 shades. On the set, the innovation was received with a bang. Following the make-up, in 1914, the prototype of modern mascara appeared, which Factor called “cosmetics for creating drops on the eyes.” He melted black wax and applied it to the models' eyelashes.

In 1918, the makeup artist proposed a sensational approach: he stated that when choosing cosmetics, you need to focus on the color of your hair and eyes, and the proportions of your face. We never even thought about this before!

Until the 1920s, walking around with makeup on your face was considered bad manners. It was used only by ladies of easy virtue and actresses. But Factor understood that cosmetics make a woman more beautiful and expressive, and he really wanted the fair sex to understand this. In 1922, while traveling around Europe with his wife, Max decided to visit the headquarters of the Leichner company in Germany, whose largest distributor of theatrical makeup he was. The company treated him very arrogantly and made him wait a long time for an audience in the reception area. Max was very angry about this, he left the reception and immediately sent a telegram to his sons so that they should stop selling Leichner products and start producing theatrical makeup under their own brand. Max Factor makeup was produced in liquid form in tubes and was much more convenient to use. Soon the new makeup almost completely replaced Leichner's products from the market. Max offered the ladies eye shadow in natural shades and pink lipsticks. The main rule of the cosmetologist was: “Makeup cannot be considered successful if it is noticeable to outsiders.”

The most famous example of Factor-stylist's work is the transformation of the young actress Jean Harlow. Factor made her the world's first "platinum" blonde, and then developed a separate line of makeup for this type of appearance. Jean Harlow became a superstar, and thousands of women around the world began to copy her looks.

Greta Garbo, when she first appeared in Hollywood, shocked everyone with the beauty of her eyes. Skillfully emphasized with Factor's mascara and eye shadow, "Garbo's eyes" forced all American women to immediately follow her example.

The lipstick was not particularly successful until Factor used it to transform the appearance of the famous actress Clara Bow, creating for her a special “Cupid's Bow” lip contour in the shape of a heart.

In the 20s, his sons Davis and Frank actively joined his father’s business. Davis became the company's general manager, and Frank helped his father develop new cosmetic products. In 1925, the company received an order for 600 gallons (2,700 liters) of light olive makeup for the film Ben-Hur. The film had many crowd scenes and was filmed in the USA and Italy. This amount of makeup was needed to ensure that the American actors and their darker Italian colleagues had the same skin color.

The merit of Max Factor was not only the invention of cosmetics, but also teaching women how to properly apply makeup to their faces in order to hide flaws and highlight their advantages. How could a girl of that time not want to shine with beauty in imitation of her favorite film star? Plus, Max Factor was the first to develop individual makeup for blondes, brunettes, redheads and brown-haired women.

Meanwhile, there was no end to buyers. They learned about cosmetic innovations from the movies, after seeing the makeup of this or that star, and immediately ran to Factor for blush or lipstick. Meanwhile, he continued to work for the benefit of cinema. So, in 1926, Max invented a special waterproof makeup. In 1928, Max Factor introduced a cosmetic line designed specifically for black and white cinema. For this work, as well as for his overall contribution to the development of cinema, the Factor received an Oscar. In 1929, when sound appeared in films, the requirements for filming changed. We needed makeup that was resistant to heat, and Max Factor created that too.

He was a great experimenter. For example, one day I decided to check how long-lasting a new lipstick was. Initially, she was tested by female employees, but soon the girls got tired. And then Max came up with the “kissing machine.” It represented male and female lips that merged in a kiss. The women's ones were wearing lipstick. The result was determined by the number of prints after which the lipstick was erased.

The factor was friends with many stars who were happy to star in advertisements for his products for a nominal fee of $1. Advertising was often released on the eve of the next film in which the star starred, and box office receipts grew from this.

The celebrity friends did not disappoint in 1935, when Factor invited them to the opening of his “Makeup Studio.” The opening ceremony of the studio was covered in all newspapers. Particular attention of reporters was attracted by the gigantic “Leaf of Fame”, on which all the Hollywood stars of that time left their autographs and which is considered the most complete collection of autographs of celebrities of that time.

“Makeup Studio” was also interesting because the space inside was divided into four rooms. In blue, blondes were invited, in green, red-haired young ladies were welcome, in pink, brunettes were welcome, and in peach, dark-blond ones were welcome. It was impossible to pass by the amazing design called the “Beauty Calibrator”. They put it on the girls' heads and measured their facial parameters. This way it was possible to most accurately select makeup that would disguise imperfections in appearance.

Following the noisy opening of the salon, Factor began work on his most daring project - makeup for color cinema. Then Panchromatic film was replaced by a new standard - Technicolor. When shooting on new film, the makeup on the actors’ faces gave a lot of reflections and glare, and this problem again had to be solved by the Max Factor company. Max himself practically did not take part in the development as he was undergoing rehabilitation after a car accident. He was hit by a delivery truck. His son Frank did most of the work. The development of the new makeup took about two years.

The new makeup was created in 1937 in a dense compressed form and was sold in a round box called Pan-Cake. Pan-Cake did not catch reflections, lay flat and was available in any color range. It was first used in the film Vogues of 1938. Then the phrase “makeup from Max Factor” appeared for the first time in the credits of the film. The success of the “pancake” was stunning. Film critics devoted entire articles to this miracle. The delightful complexion created by the “pancake” has been compared to “peaches and cream.”

The motto of most advertising campaigns for Max Factor cosmetics is the phrase “Makeup for the stars - and for you.” Then it was shortened to “For the stars - and for you.” Subsequently, this was the name of Max Factor’s radio and television show, which ran for many years. Even Frank Sinatra took part in it.

It was Max Factor who introduced into widespread use (and did not invent, as many for some reason think) the term “make up” instead of the term “cosmetics”, based on the meaning of the verb “to make up” (literally: to draw, to make a face). Previously, this term referred to makeup in disreputable theaters, and it was simply not used in polite society.

At the height of his success, Max Factor died in 1938. The man who was called the “Wizard of Hollywood” left behind one of the largest cosmetics empires in the world and in history. Factor's eldest son, Frank, became the head of the company. He changed his name and began to call himself Max Factor Jr.

In 1946, Max Factor Jr. patented a recipe for a new makeup for television, work on which his father began in 1932. From then on, every new product, every breakthrough in the field of cosmetics was associated with the Max Factor brand. Factor's sons created material for body-paint - body painting.

Back in the 1930s, Factor made up a nude dancer for the first time, many years before the sensational photograph of Demi Moore appeared on the cover of Vanity Fair. It was the Factors who first began to use a brush for applying powder and lipstick, came up with an eyebrow comb, a tube with a mascara brush, long-lasting lipstick, nail polish, hairspray, liquid foundation and many other little things that a modern woman cannot imagine without. morning toilet.

In the 1950s, young female fashion models became a symbol of beauty and fashion. The era of fashion magazines had begun. At the end of this decade, the image of the “teenage girl” came into fashion. The factor created a new style, unusually expanding the range of shadows and using light Roman Pink lipstick for the first time. The embodiment of this style was the famous model Twiggy, as well as such superstars as Marilyn Monroe, Sophia Loren, Brigitte Bardot and Elizabeth Taylor. Liz Taylor owes her unforgettable “Cleopatra eyes” to Max Factor. Less emphasis on the lips led to more expressiveness in the eyes, and this trend carried over into the makeup of the legendary 60s.

Since 1973, changes began in the company - Sidney Factor retired, and then his children from the third generation of Factors: Barbara, Donald and Davis Factor Jr. left the family business. The company decided to merge with another brand - Norton Simon. Since 1976, none of the direct heirs of the great Max Factor have worked for the company.

In 1986, the then owner of the company, Beatrice Foods, sold its Playtex cosmetics division, which included Max Factor, to Ronald Perelman of Revlon for $500 million.

In 1991, Revlon sold Max Factor Limited to Procter & Gamble for $1.5 billion. Max Factor was close to bankruptcy until parent company Procter & Gamble revived Max Factor with the launch of the remarkable Lipfinity line. For the first time in a long time, lipstick lovers everywhere were clamoring for this innovation, eager to try a color that "lasts all day." In 1993, the Max Factor brand was introduced in a new dark blue and gold color scheme and became known as Max Factor International.

Drawing on more than 90 years of experience, Max Factor continues to enjoy a reputation as a creative leader, balancing the latest technology with classic beauty, and remains popular among women around the world.

No, this is not a joke, there really was such a person. I've always known that famous brands often have amazing stories behind them, but sometimes even I am surprised. Perhaps this will be interesting not only to the female readership :-)

Let's read another one...

Max Factor is a famous cosmetics empire named after its founder Max Factor (real name Maximilian Abramowicz Faktorowicz), who was born on September 15, 1877 in the city of Zduńska Wola. This city is part of the Lodz Voivodeship, hence the confusion and incorrect indication in many articles of the city of Lodz as the birthplace of Max. Then it was the territory of Tsarist Russia, and now it is modern Poland.

Maximilian grew up in a large family (more than 10 people), and from childhood he had to go to work to help his parents feed the family. At the age of seven, he first became acquainted with the world of theater - he was sent to sell oranges and lollipops in the lobby. At the age of 8, Factor became a pharmacist's assistant, and at the age of nine, he became a cosmetologist's apprentice, performing small assignments. At the age of fourteen, he moved to Moscow and joined the Bolshoi Theater as an assistant make-up artist. The skills acquired in the theater greatly helped Factor in the future. He then had to undergo compulsory military service in the Russian army.

At the age of 14, the future “father of modern cosmetics” mastered the craft of hairdressing. After which he got a job in his specialty at the opera house, where, in addition to selecting wigs for actresses, he worked on theatrical costumes and makeup. Thanks to the fact that the actors wearing Max's makeup performed in front of the Tsar himself, Russian nobles started talking flatteringly about him. Therefore, he was offered a position as a cosmetics expert at the royal court of Nicholas II and as a make-up artist in the emperor’s theaters, to which he agreed and devoted nine whole years to this work.

After demobilization, in 1895, Faktorovich opened his own store in Ryazan, where he sold blush, creams, perfume and wigs - mostly all of his own making. Once a theater troupe stopped in Ryazan and after a few weeks the products of the Polish Jew were already known at court. “All my time was occupied by individual consultations, I showed them how to emphasize the strengths and hide the flaws of their faces”. Later he moved to St. Petersburg, where he began working at the Opera House, doing costumes and makeup. The actors, made up by Max Factor, played in front of Nicholas II, and soon the name of the talented make-up artist became widely known among the nobility. For several years he worked as a cosmetics specialist at the court of the Russian Tsar and in the imperial theaters.

Discovery of America

In 1904, Max Factor emigrated to America with his wife, daughter and two sons because he realized that it was unsafe to remain in Russia. With the help of his brother and uncle, Factor (Americans quickly shortened his complex first and last name) opened his own hair salon and a small perfume and cosmetics store in St. Louis. In 1908, the family moved to Los Angeles and opened a cosmetics store near the Dream Factory on Hollywood Boulevard. Max chose the location of his store very well and very soon became widely known among Hollywood actresses. He sold wigs and theatrical makeup. Max's store was the West Coast distributor and representative for two of the largest theatrical makeup manufacturers: Leichner and Minor.

With the advent and rapid development of cinema, makeup specialists of that time faced a serious problem. The old fat-based theatrical makeup, which was applied in a thick layer, could not be used for filming. According to the makeup artist himself, the theatrical makeup looked “disgusting and frightening” on the screen. The solution to the problem was makeup, invented by Max specifically for creating “on-screen” makeup. Now the actors, shot in close-up, looked more natural.

Unlike the old theatrical makeup based on fat in the form of solid sticks, which also cracked and fell off, the new one was produced in the form of a liquid cream, in a jar, and also had as many as 12 shades. For the first time, the new makeup was tested during special screen tests on actor Henry Walthall.

In 1914, Max Factor invented the first "eye drop cosmetic" - this is Max Factor's very first famous discovery. Black wax was applied to the ends of the eyelashes, after which the wax was melted. Next, he created a new makeup for cinema - in the form of a cream, which was applied in a thin layer and did not dry out on the skin.

Max's talents were immediately appreciated by famous Hollywood actors-comedians Charlie Chaplin, Fatty Arbuckle, Buster Keaton: the new makeup gave them complete freedom of facial expressions. All this very quickly made Max Factor famous in professional circles of the film industry. It was then that Max Factor formulated its basic rule: “Makeup cannot be considered successful if it is noticeable. It’s good only if a stranger can’t guess that you’re wearing makeup.”.

All women are beauties

And he also wanted to make not only stars beautiful, but also ordinary women. Until the early 20s, using cosmetics was considered extremely indecent; it was “forgiven” only to theater or film actresses, as well as women of easy virtue. Thanks to Max Factor, ordinary - “decent” - women began to use cosmetics in America. Since 1916, all of his new products immediately appeared in retail sales. Customers paid close attention to what their favorite movie stars looked like. And as soon as something new appeared in their makeup, women could be sure that they would find this new product in Max Factor stores.

For example, lipstick was not particularly successful until Factor used it to transform the appearance of the famous actress Clara Bow, creating for her a special “Cupid's Bow” lip contour in the shape of a heart.

Young Greta Garbo, when she first appeared in Hollywood, shocked everyone with the beauty of her eyes. Skillfully emphasized with Factor's mascara and eye shadow, "Garbo's eyes" forced all American women to immediately follow her example.
For Rudolph Valentino, he created special makeup that masked his too dark skin on screen.

Color harmony

In 1918, he voiced the idea of “Color Harmony” in makeup, which was that cosmetics should be combined not only in color, but also match the skin tone, hair shade, eye color and complexion of a woman. It was Max Factor who in 1920 introduced into widespread use (and did not invent, as many for some reason think) the term “make up” instead of the term “cosmetics”, based on the meaning of the verb “to make up” (literally: to draw, to make a face) . Previously, this term referred to makeup in disreputable theaters, and it was simply not used in polite society.

In 1922, while traveling around Europe with his wife, Max decided to visit the headquarters of the Leichner company in Germany, whose largest distributor of theatrical makeup he was. The company treated him very arrogantly and made him wait a long time for an audience in the reception area. Max was very angry about this, he left the reception and immediately sent a telegram to his sons so that they should stop selling Leichner products and start producing theatrical makeup under their own brand. Max Factor makeup was produced in liquid form in tubes and was much more convenient to use. Soon the new makeup almost completely replaced Leichner's products from the market.

In 1926, Max Factor first invented waterproof theatrical makeup for the film Mare Nostrum. Beginning in 1927, the company began actively selling its products throughout America. For this purpose, a new company, Sales Builders, was created, which was engaged in advertising, promotion and distribution of Max Factor products. Thanks to his connections with the world of cinema, Max used many of the stars of the time to advertise his products. Celebrities starred in advertisements for a symbolic $1, although the benefits were mutual. Advertising was often released on the eve of the next film in which the star starred, and box office receipts grew from this.

In 1928, Max Factor introduced a cosmetic line designed specifically for black and white cinema. For this work, as well as for his overall contribution to the development of cinema, the Factor received an Oscar.

Platinum blonde

Panchromatic

In October 1929, Max Factor introduced a new line of make-up for sound films. Once we started recording sound, it became impossible to use the old carbon light sources, as they made a lot of noise. The new tungsten filament lamps produced good soft light but also produced heat. In addition, the old orochromatic film was replaced with a more sensitive panchromatic film called Panchromatic. It became impossible to make movies with the old makeup, the actors' faces turned out to be too dark, and it took Max six months of active development and screen testing to come up with the new Panchromatic makeup.

In 1935, he opened the Max Factor Makeup Studio, which had four rooms of different colors according to the number of “Color Harmony” options, designed to select the right makeup shades for women of different color types. The blue office - for blondes - was opened by Jean Harlow; green - for redheads - the famous dancer Ginger Rogers, partner of Fred Astaire. For brunettes there was a pink office, which was opened by Claudette Colbert, who became famous in silent films, and for “brownettes” - a peach one. It was opened by actress Rochelle Hudson, Factor's favorite model. Max coined the term “brunette” (from the word brown) to refer to women with dark brown hair, of which the stylist believed the majority were.

The opening ceremony of the studio was covered in all newspapers. Particular attention of reporters was attracted by the gigantic “Leaf of Fame”, on which all the Hollywood stars of that time left their autographs and which is considered the most complete collection of autographs of celebrities of that time. It was in this studio that Max Factor invented the “Beauty Calibrator” - a device worn on the head to measure facial parameters and how they compare with standards. After this, it was possible to eliminate the flaws with the help of makeup.

Bright Technicolor colors

The Age of New Inventions

At the height of his success, Max Factor died in 1938. The man dubbed the "Wizard of Hollywood" left behind one of the world's - and history's - largest cosmetics empires. Factor's eldest son, Frank, became the head of the company. He changed his name and became Max Factor Jr.

Creme Puff

In 1951, Max figured out how to combine foundation and face powder and called his invention Creme Puff.

Trendsetters

In the 1950s, young female fashion models became a symbol of beauty and fashion. The era of fashion magazines had begun. During this decade, the image of the “teenage girl” came into fashion. The factor created a new style, unusually expanding the range of shadows and using light Roman Pink lipstick for the first time. The embodiment of this style was the famous model Twiggy, as well as such superstars as Marilyn Monroe, Sophia Loren, Brigitte Bardot and Elizabeth Taylor. Liz Taylor owes her unforgettable “Cleopatra eyes” to Max Factor. Less emphasis on the lips led to more expressiveness in the eyes, and this trend carried over into the makeup of the legendary 60s.

Max Factor changed the fashion trend again with false eyelashes, liquid eyeliner and waterproof mascara. At the same time, the first makeup removal pad appeared. In the 70s, Factor Jr. introduced into fashion the principle “Back to nature!” - and the sophisticated and gentle Catherine Deneuve and Cybil Shepherd appeared. Avocado, lemon, green apples and wild herb extracts have been used to create new cosmetics and perfumes. Tanned, golden and sultry, Max Factor's California Look has taken the world by storm. Makeup has become more natural, exciting and joyful.

Changes

Since 1973, changes began in the company: the last president who belonged to the family died. The firm's original methods and technologies were transferred to the UK's No. 1 Cosmetics Consultant, Miss Eve Gardner. The principle of transferring knowledge and experience from Consultant to Consultant operates in the company to this day. In 1991, Max Factor Limited was acquired by Procter & Gamble and became part of its Cosmetics Division. In 1993, the Max Factor brand was introduced in a new dark blue and gold color scheme and became known as Max Factor International.

Sidney Factor retired, and then his children from the third generation of Factors: Barbara, Donald and Davis Factor Jr. left the family business. The company decided to merge with another brand - Norton Simon. Since 1976, none of the direct heirs of the great Max Factor have worked for the company.

In 1986, the then owner of the company, Beatrice Foods, sold its Playtex cosmetics division, which included Max Factor, to Ronald Perelman of Revlon for $500 million.

Important events in the life of Max Factor:

1914: Invented makeup specifically for creating makeup for cinema. The new makeup had 12 shades and came in the form of a liquid cream in a jar, as opposed to the old theater makeup, which was fat-based and came in the form of solid sticks.

1920: Developed the principles of “Color Harmony” in makeup, which was that cosmetics should be combined not only in color, but also match skin tone, hair shade, eye color and complexion.

1925: Introduced Max Factor's Supreme Nail Polish, a beige nail polish that, when applied and buffed, imparted a shine to the nails.

1927: Created Society Nail Tint, a pink nail polish in a porcelain jar. Applied to the nails, it gave them a natural pink color. “Society Nail White”, a white polish, also became a bestseller. It was applied to the bottom of the nail. It is the ancestor of modern “French makeup”.

1928: Invented makeup specifically for black-and-white films, for which he was awarded an Oscar for his contribution to the development of cinema.

1930: Invents lip gloss

1932: Developed "Telemakeup" designed specifically for television

1934: Invented liquid nail enamel

1935: Opened Max Factor Makeup Studio in Los Angeles.

1937: Invented "Pancake" for color films.

1938: Max Factor died at the age of 59. His son, Frank, took the name Max Factor Jr. and continued his father’s work.

1940: Created Tru Color Lipstick, the first permanent, smudge-proof lipstick.

1948: Developed PanStik makeup - facial makeup in a tube like lipstick.

1951: Figured out how to combine foundation and face powder and called his invention Creme Puff.

1954: Created Erace concealer and developed a cosmetic line specifically for color television that remains a standard to this day.

1971: Invents waterproof makeup.

In the first quarter of 2010, Procter & Gamble stopped promoting Max Factor cosmetics in the United States and focused its efforts on the CoverGirl cosmetics line. Although MaxFactor cosmetics are still available in the US exclusively on Drugstore.com. Now the MaxFactor brand is being promoted outside of America.

I suggest you get acquainted with some more interesting stories of famous brands: or also the famous The original article is on the website InfoGlaz.rf Link to the article from which this copy was made -

Max Factor is a world famous cosmetic brand. Its products are used by singers and film stars, and make-up artists use it for makeup at fashion shows and red carpets. It was Max Factor cosmetics that were used to make up the actors in the films “Titanic”, “Forest Gump”, “Pretty Woman”.

And the history of Max Factor began at the end of the 19th century - you would never have thought - in the Russian Empire, far from Western gloss and chic!

Max Factor: brand history

The company's founder, Maximilian Abramovich Faktorovich, was one of 10 children in a typical working-class Jewish family. Having no chance of getting a decent education due to extreme poverty, he began working at the age of 7, selling sweets in the theater foyer. Who could have imagined what a huge contribution this boy would make to the field of theater and cinema in the future!

At the age of 8, he becomes an apprentice to a pharmacist, where, with the immediate curiosity of a child, he himself tries to mix the contents of numerous jars. And at the age of 9, having become an assistant to a cosmetologist, with his help he already creates various creams. By the age of 14, having gained experience, he moved to Moscow, where he got a job as an assistant make-up artist at the Bolshoi Theater.

Rumors about an unusually talented and enterprising young man quickly spread throughout high society and reach the emperor himself. At the age of 22, Max was appointed chief make-up artist of the Imperial Theater in St. Petersburg and, moreover, a personal consultant to the royal family in matters of cosmetology. There he makes good money, he manages to save a sufficient amount, and soon he opens the first store in Ryazan, where he sells his handmade cosmetics. Natural and easy to use, it is quickly becoming popular. Boxes with his creams and lipsticks appear on the dressing table of every noble girl.

Shop on Hollywood Boulevard

However, true success comes to him much later. Maximilian and his family emigrate to America. There his complex name is simplified, and from now on he is simply Max Factor. It was under this name that in 1908 in Los Angeles he opened a small shop in the very heart of the city's creative life - on Hollywood Boulevard, where he sold theatrical makeup and wigs. The best Hollywood actresses become his regular customers. They not only purchase cosmetics, but also consult with a friendly hairdresser about what hairstyles and types of makeup suit them.

“Word of mouth” is excellent advertising. The factor is quickly becoming known in the acting community. He makes many friends from the world of cinema; now artists even ask him to personally apply their makeup. And he often hears complaints that theatrical makeup is not suitable for filming. Too dense, it cracks and crumbles.

And this is where Mr. Factor makes a real revolution in the world of cosmetics... He is the first to create a special liquid makeup designed specifically for the screen. The palette included 12 different shades, which made it possible to choose the color of the corrector to match your skin tone. It was easy to apply and went on in a thin layer, making the actors look much more natural.

Queues are already forming at the shop of the brilliant makeup artist. In particular, his cosmetics were also appreciated by comedian actors, because the new makeup gave them complete freedom of facial expressions. Charlie Chaplin himself uses the services of the maestro.

"Makeup for the stars - and for you"

An interesting fact: it turns out that at that time in America, makeup was considered something obscene; its use was allowed only in the work of actors; in ordinary life, makeup was applied only by ladies of easy virtue.

And again Max Factor destroys stereotypes! Thanks to him, ordinary American women began to use cosmetics. Looking beautiful was no longer considered indecent. Working a lot as a makeup artist, Max comes up with the “idea of color harmony”: cosmetic products should not only be combined with each other, but also match the color of the eyes and hair, tone and type of skin, and even complexion.

Any girl could fill out a simple questionnaire right in the store and determine her type of appearance, according to which a suitable color scheme of cosmetics was selected for her.

Since 1916, all new cosmetic products have been available for free sale in Factor's store. The main motto becomes: “Makeup for the stars - and for you.”

All this is happening for the first time, and, of course, customers are enthusiastically purchasing creams, lipsticks, powders, blushes: of course, if in everyday life you can try on the images of your favorite movie heroines. By the way, it was Max Factor who invented and coined the term “make up,” which literally means “to make a face.” In 1922, Max and his sons officially began selling their products under the Max Factor brand.

Film visualization

The twenties were an era of rapid development of the film industry. Film technology is being improved, color cinema is emerging, and “silent” films are being replaced by films with sound. New features of filming are much more demanding on the appearance of actors - now all the smallest skin imperfections are noticeable on the screen.

And again the inventive Max Factor comes to the rescue! In collaboration with his sons, he creates two special makeup collections: one for black and white, the other for color cinema.

The company's success is growing. In 1926, Max Factor produces the world's first waterproof cosmetics. By the mid-thirties, all Hollywood stars used cosmetics and services from the Max Factor salon. They willingly star in advertisements for their friend “Papa Factor” and recommend this particular cosmetics to everyone around them. She is associated with the most beautiful film stars of the 20th century. Sophia Loren, Audrey Hepburn, Brigitte Bardot, Elizabeth Taylor preferred her.

The latest cosmetic product was often released right before the premiere of a new film, and the leading actress shone in the advertising campaign. Such cooperation benefited everyone: it presented new products to the public, contributed to both the advertising of the film and the popularity of the actress. Glamor magazine wrote in the 1930s: “ The name Max Factor symbolizes beauty both on and off the screen, in America and in hundreds of other countries around the world.».

Hollywood beauty studio

Full of new ideas and energy, Max Factor strives to be the first in its business and delight customers. He continued his work and in 1935 opened the unique and luxurious Max Factor Hollywood Beauty Studio. Its highlight was 4 “colored” cabinets - according to the number of color types of appearance: blue was intended for blondes, green for redheads, pink for brunettes, and peach for “brownettes” (that’s what the maestro came up with to call girls with dark blond hair).

Each visitor received individual advice on creating an image that took into account her particular appearance.

The entire Hollywood elite is present at the opening. Each of the guests left an autograph on the huge “Leaf of Fame”, which to this day is considered the most complete collection of signatures of celebrities of that time! The news about the opening of the salon receives intense coverage in the press and thunders throughout America. Registration for the salon with “that very Factor” is carried out months in advance. The Max Factor brand is a stunning success and completely outshines all competitors.

Long before Marilyn

The image of a pretty blonde is invariably associated with Marilyn Monroe. It is generally accepted that it was with her that the fashion for blond beauties with lush curls began. No matter how it is! The first platinum blonde was “created” ... of course, by Max Factor! He gave aspiring actress Jean Harlow a fabulous makeover by bleaching and curling her hair. She immediately gained tremendous popularity, and thousands of women began to copy her image.

Pan-cake

The company continues to develop. The color palette is constantly expanding and improving. For more than two years, Factor and his sons have been working on a special line of makeup for color cinema, which is becoming simply indispensable for working on camera. The new pan-cake (“pancake”) makeup was released in 1937 in a pressed round form, does not crumble, and is sold in a convenient box. Moreover, it is available in all colors.

“Pancake” is incredibly popular, and film critics even devote separate articles to it, comparing the complexion obtained by using it with the color of “peaches and cream.”

Alas, at the height of his career, in 1938, the “Hollywood Wizard,” who transformed thousands of women, dies. He leaves his cosmetic empire, one of the largest in the history of cosmetics, to his sons. For his services to cinema, Max Factor was awarded an Oscar. In honor of this great man, a star was laid on the Hollywood Walk of Fame.

Creating trends

"The king is dead - long live the king!" The brand, which passed into the hands of Max's sons, one of whom, Frank, even changed his name, becoming Max Factor Jr., continues its victorious march.

The 50s of the 20th century is the era of fashion magazines and models. Very slender girls with a boyish figure are becoming popular. The icon of that time was the incomparable Twiggy with a childishly naive face and an open look. Her image is a barely noticeable, translucent gloss on the lips and an emphasis on the eyes, huge, wide open, clearly outlined with black eyeliner, which became a “trick” in the makeup of her time. Of course, it was the Max Factor company that introduced the fashion for this look. And in the free “hippie” 70s, Max Factor offers the principle “Back to nature!” Nowadays rich natural colors and naturalness are popular. And Max Factor, the first company in the cosmetics industry, uses components of natural herbs and fruits in the creation of cosmetics and perfumes. The next brainchild of the company - the golden, warm “California look” - has once again conquered the whole world.

From name to brand

Now Max Factor brand history dates back about a century. And the beginning of this majestic cosmetic empire was laid by a simple young man, who through his perseverance alone made his way “from a name to a brand.” Max Factor sincerely believed that any girl can look luxurious, she just needs good cosmetics. This unique talented person gave the world exactly such a product, natural, easy to use and accessible to everyone, leaving us with a kind of testament: “ Luxurious women are not born. Luxurious women create themselves» Max Factor.

"Max Factor - the father of modern cosmetics"

Max Factor- a famous cosmetics empire named after its founder Max Factor (real name - Maximilian Abramovich Faktorovich), who was born on September 15, 1877 in the city of Zduńska Wola. This city is part of the Lodz Voivodeship, hence the confusion and incorrect indication in many articles of the city of Lodz as the birthplace of Max. Then it was the territory of Tsarist Russia, and now it is modern Poland.

Max grew up in a large family (more than 10 people), and from childhood he had to go to work to help his parents feed the family. At the age of seven, he first became acquainted with the world of theater - he was sent to sell oranges and lollipops in the lobby. At the age of 8, Factor became a pharmacist's assistant, and at the age of nine, he became a cosmetologist's apprentice, performing small assignments.

At the age of fourteen, he moved to Moscow and joined the Bolshoi Theater as an assistant make-up artist. The skills acquired in the theater greatly helped Factor in the future.

Then he had to undergo compulsory military service in the Russian army.

After demobilization, Faktorovich opened his own store in Ryazan in 1895, where he sold blush, creams, perfume and wigs - mostly all of his own making. Once a theater troupe stopped in Ryazan and after a few weeks the products of the Polish Jew were already known at court. “I spent all my time doing individual counseling, showing them how to enhance their features and hide their flaws.”

Later he moved to St. Petersburg, where he began working at the Opera House, doing costumes and makeup.

The actors, made up by Max Factor, played in front of Nicholas II, and soon the name of the talented make-up artist became widely known among the nobility. For several years he worked as a cosmetics specialist at the court of the Russian Tsar and in the imperial theaters.

Discovery of America

In 1904, Max Factor emigrated to America with his wife, daughter and two sons because he realized that it was unsafe to remain in Russia.

With the help of his brother and uncle, Factor (Americans quickly shortened his complex first and last name) opened his own hair salon and a small perfume and cosmetics store in St. Louis. In 1908, the family moved to Los Angeles and opened a cosmetics store near the Dream Factory on Hollywood Boulevard.

Max chose the location of his store very well and very soon became widely known among Hollywood actresses. He sold wigs and theatrical makeup. Max's store was the distributor and representative on the West Coast of two of the largest theatrical makeup manufacturers: Leichner and Minor.

The solution to the problem was makeup, invented by Max specifically for creating makeup for the screen. Now the actors, shot in close-up, looked more natural.

The new makeup had 12 shades and came in the form of a liquid cream in a jar, as opposed to the old theater makeup, which was a fat-based solid stick that would crack and fall off. The new makeup was first tested during special screen tests on actor Henry B. Walthall.

In 1914, he invented the first "cosmetics for creating drops on the eyes" - this is the very first famous discovery of Max Factor. Black wax was applied to the ends of the eyelashes, after which the wax was melted. Next, he created a new makeup for cinema - in the form of a cream, which was applied in a thin layer and did not dry out on the skin.

It was then that Max Factor formulated his basic rule: “Makeup cannot be considered successful if it is noticeable. It’s good only if a stranger can’t guess that you’re wearing makeup.”

All women are beauties

And he also wanted to make not only stars beautiful, but also ordinary women. Until the beginning of the 20s. using cosmetics was considered extremely indecent; this was “forgiven” only to theater or film actresses, as well as women of easy virtue. Thanks to Max Factor, ordinary - “decent” - women began to use cosmetics in America.

Since 1916, all of his new products immediately appeared in retail sales. Customers paid close attention to what their favorite movie stars looked like. And as soon as something new appeared in their makeup, women could be sure that they would find this new product in Max Factor stores.

For Rudolph Valentino, he created special makeup that masked his too dark skin on screen.

It was Max Factor who in 1920 introduced into widespread use (and did not invent, as many for some reason think) the term “makeup” instead of the term “cosmetics”, based on the meaning of the verb “to make up” (literally: to draw, to make a face). Previously, this term referred to makeup in disreputable theaters, and it was simply not used in polite society.

In the 20s, his sons Davis and Frank actively joined his father’s business. Davis became the company's general manager, and Frank helped his father develop new cosmetic products.

In 1925, the company received an order for 600 gallons (2,700 liters) of light olive makeup for the film Ben-Hur. The film had many crowd scenes and was filmed in the USA and Italy. This amount of makeup was needed to ensure that the American actors and their darker Italian colleagues had the same skin color.

In 1926, Max Factor first invented waterproof theatrical makeup for the film Mare Nostrum.
Beginning in 1927, the company began actively selling its products throughout America. For this purpose, a new company, Sales Builders, was created, which was engaged in advertising, promotion and distribution of Max Factor products. Thanks to his connections with the world of cinema, Max used many of the stars of the time to advertise his products. Celebrities starred in advertisements for a symbolic $1, although the benefits were mutual. Advertising was often released on the eve of the next film in which the star starred, and box office receipts grew from this.

Platinum blonde

The most famous example of the work of the Stylist Factor is the transformation of a young actress. The factor made her the world's first “platinum” blonde, and then developed a separate line of makeup for this type of appearance. Jean Harlow became a superstar, and thousands of women around the world began to copy her looks.

Panchromatic

In October 1929, Max Factor introduced a new line of make-up for sound films. Once we started recording sound, it became impossible to use the old carbon light sources, as they made a lot of noise. The new tungsten filament lamps produced good soft light but also produced heat. In addition, the old orochromatic film was replaced with a more sensitive panchromatic film called Panchromatic. It became impossible to make a movie with the old makeup, the actors’ faces turned out too dark and it took Max six months of active development and screen tests to come up with new Panchromatic makeup.