Max Factor is known as "the make-up of make-up artists". The brand has partnered with leading makeup artists on blockbuster films, such as Bridget Jones's Diary starring Graham Johnston. The brand has a long-standing relationship with the film and entertainment world and it all started with the legendary make-up artist Max Factor himself (1872-1938).
Max Factor emigrated from Russia to the United States in 1902 and settled with his family in Los Angeles in 1909, where he began selling hair stuff and importing grease paint to local stage actors - actors from the fledgling film industry also came to Max for makeup advice.
When Max Factor saw his first film, he declared the heavy, glossy grease paint on stage "terrifying!" on film and created Flexible Greasepaint, the first make-up ever made for film, to make the actors appear more natural on screen.
Recognized as the father of modern make-up, Max Factor is responsible for the invention of many important cosmetic products (both on-screen and off-screen) and continues to inspire beauty trends and innovations to this day.