The cosmetic firm Max Factor was founded in 1909 by Max Factor, Sr., a make-up artist for the Russian royal ballet who emigrated to the United States in 1904. Max Factor is presently a brand of Procter & Gamble Co. who purchased the company in 1991.
In the 1920s, 1930s and 1940s, during the glory days of Hollywood, Max Factor became intimately associated with the world of movie make-up. He created the first makeup for the movies in 1914, and coined the term "makeup", based on the verb, "to make up" (one's face).
Jean Harlow, Claudette Colbert, Bette Davis, and virtually all of the major movie actresses were regular customers of the Max Factor beauty salon, located near Hollywood Boulevard. His name appeared on many movie credits, and Factor himself appeared in some cameos.
Many of Max's celebrity clients also appeared in full-color magazine ads to promote his cosmetics, so the brand name Max Factor soon became world-renowned.
Max Factor is credited with many cosmetic innovations, including Pan-Cake makeup, the mascara wand, and concealer.
Even today, 2006, Max Factor's television adverts cross-promote the latest blockbusters in which their make-up is used.
Convicted rapist Andrew Luster is an heir to the Max Factor fortune.