The famous make-up wizard was born in reality on the territory of the Russian Empire. He was born in Polish Lodz on August 5, 1872. By the age of 14 he had mastered the profession, which in the future was very useful to him. Max began to work as a hairdresser in the opera house. In addition to hairstyles and wigs, it became his duty to follow suit and make-up. The actors staged by the young master acted even before the tsar. So the young make-up artist became known in Russian noble circles.
For nine years the young man worked as an expert in cosmetics at the court of the Russian Emperor Nicholas II, as well as in the royal theaters. In 1895 Max Factor opened his first store. True, he appeared not in Petersburg, and not in Moscow, but in provincial Ryazan. In Russia, the Pole something went wrong, that’s why in 1904 he decided to go to faraway America, taking with him a wife, two sons and a daughter.
Over the ocean, Max quickly settled down and opened a small store of perfume and cosmetics products and wigs that existed at the World Exhibition in St. Louis. But it was not necessary to talk about luck-a young wife died, and then the cheating partner cheated. Then in 1908 the Factor takes another important decision – he moves to Los Angeles, where the film industry is rapidly developing. A new Max store appeared not far from the cinematographic studios. Actresses began to look to him, consulting on the choice of makeup. The fact is that the former theatrical make-up for the cinema did not fit.
In 1914, Max Factor made his first discovery from a future series of similar ones. He created a new makeup specifically for the movie. This remedy was a cream that had to be applied in a thin layer, but it did not dry out on the skin. Then Factor formulated his main rule: “Grim can not be considered successful if it is noticeable. A good makeup is when other people do not even suspect it is being applied. ” The opening of the Factor was quickly appreciated by Hollywood actors. After all, thanks to a new make-up, it became possible to actively use facial expressions.
All the great comedians of the time: Charlie Chaplin, Buster Keaton and Fatti Arbakl immediately became customers of Max Factor. Of course, such an outstanding make-up artist in professional circles was appreciated. Along with the growth of the film industry, the business of Factor itself developed. In 1918, he formulated the principles of “color harmony” in make-up. Max believed that some combinations of hair color, eyes, skin tone will look more effective if they are matched with cosmetics. Yes, and these funds themselves should be combined well, highlighting each other.
In 1928, when the Factors were already helped by the sons, the color scale of his cosmetics was improved. Without it, Hollywood could not take full advantage of the emerging color film. For a huge contribution to the development of cinematography and his work in general, Max Factor received an “Oscar”. The make-up artist became so famous and successful that his name was associated with beauty not only on the screen, but all of it.
Max’s services and his make-up began to be used by all Hollywood stars. “The Pope of the Factor,” as he was called, and his cosmetics were recommended to friends. So the products of Max Factor turned out to be closely connected with the most refined and beautiful women of that time. Thanks to him, they showed their unique cinematographic images of Vivien Leigh, Greta Garbo, Clara Bowe and Betty Grable.
But Max Factor did not limit his work to only movies and stars. He decided that he could help millions of ordinary women look better, feel like real queens. But until then, the use of cosmetics was generally considered indecent. Gradually, the Factor began selling its money, selected according to the principle of “Color Harmony” across the country.
Each potential client filled out a questionnaire, from which it became clear to what type she is (brunette, blonde, brown-haired or red-haired). The new term braunka was coined by Faktor. So he meant women whose hair color was brown, dark blondes.In the opinion of the make-up artist, this was the type in most women.
The Factor store was so popular that it was quickly necessary to expand it. Interestingly, Max himself called him “bench”, as he used to be his first store in Ryazan. To meet the wishes of a large clientele in 1935, Factor opened a new luxury salon with a great name – “Hollywood makeup studio of Max Factor.” Unusual was the appearance here of four classrooms, just according to the number of variants of “Color Harmony”. For blondes, the Blue Cabinet was opened by Jean Harlow, for the red-haired Green Cabinet – dancer Ginger Rogers, partner Fred Astaire.
Brunettes were invited to the Pink Cabinet, it was opened by the star of the still silent movie Claudet Colbert. And for the Brownies, the Factor created the Peach Cabinet. Opened by his actress Rochelle Hudson, the favorite of the master himself. In this studio there is another invention of Max Factor – “Calibrator of Beauty”. This apparatus was dressed on the head and removed the face parameter. Then, correlating the figures with the standards, the make-up artist understood what flaws should be hidden.
Most cosmetics advertising companies from Max Factor were accompanied by the slogan: “Make-up for the stars and for you.” Over time, only “For the stars and for you” remains. It was under this title that the television and radio show of the Factor came out, in which even Frank Sinatra took part. The great make-up artist died in 1938, at the height of his fame. After the “Hollywood Wizard” remained one of the largest in the world and in the history of cosmetic empires. And the new head was the eldest son, Frank Factor. He even changed his name to Max Factor, Jr..
In 1946, the Factor Jr. patented a new makeup recipe for television. Work on this discovery began in 1932, the founder of the company. Since then, almost all the cosmetic novelties, discoveries and breakthroughs have been invariably associated with the name Max Factor. Max’s heirs created waterproof mascara, indelible make-up for shooting in water, paint for painting on the body.
For the first time, the Factor was making up a naked dancer in the 30s, long before Demi Moore appeared on the cover of Vanity Fair. Thanks to the brand, women received a brush for applying powder and lipstick, a tube with a brush for mascara, a comb for the eyebrows, firm lipstick, nail polish and hair varnish, a liquid foundation and many small things that are included in the indispensable morning toilet of a modern lady.
In the 1950s young model girls came to fashion, now they have become symbols of beauty. The era of fashion magazines started. This decade extolled youth, teenage girls became fashionable. The new image was created thanks to Max Factor. The company offered a new image, expanding the range of its shadows. Light lipstick Roman Pink was also used for the first time. This style spawned the famous model of those times of Twiggy. The not so clear accent on the lips made it possible to look more expressive in the eyes.
This trend has shifted to makeup 60’s. And again Max Factor made a revolution in fashion. There were false eyelashes, liquid eyeliner and waterproof mascara. At the same time, the first pillow for make-up removal is born. In the 1970s, the slogan “Back to Nature!” Became the motto of Max Factor. New cosmetics and perfumes are born thanks to lemon, avocado, green apples and extracts of wild herbs. So there was a sultry, suntanned and golden California Look from Max Factor. This style won the whole world. Makeup now looked much more joyful, more cheerful and exciting.
Since 1973, the company began to change drastically after the death of the last president from the Factor family. The company’s technology and its original techniques were handed over to the chief consultant for cosmetics in the UK, Eva Gardner. Since then, the principle of transferring knowledge and experience from the Consultant to the Consultant has been developed, which operates in the company today. And in 1991, Max Factor Limited was bought by the giant Procter & Gamble, becoming one of the components of its cosmetic portfolio.In 1993, Max Factor was introduced in a new gold and dark blue range, so appeared Max Factor International.