Fragrance house

Max Factor

Max Factor & Co. was officially founded on January 2, 1909, in Los Angeles by Max Factor Sr., following the opening of his store in the city’s theatrical district. The business grew from his work as a wig maker and cosmetologist into a company serving Hollywood’s emerging film industry. In 1914, he created Flexible Greasepaint for motion-picture use, designed to look more natural under film lighting. The brand’s early work adapted cosmetics to changing visual technologies: Colour Harmony arrived in 1918, the term “make-up” appeared on a public product line in 1920, and Pan-Cake was developed for Technicolor film in 1935. After actresses took Pan-Cake home, it moved from studio use into general retail. Following Max Factor Sr.’s death in 1938, his son Francis continued the family business as Max Factor Jr.; by then, the cosmetics were sold across the United States and Europe. The Factor family sold the company to Norton Simon in 1973, P&G agreed to acquire it in 1991, and Max Factor became part of Coty’s beauty business when Coty completed its merger with P&G’s specialty beauty business in 2016. Coty currently presents Max Factor as a consumer beauty brand centered on professional expertise, artistry, and makeup.