1982 Le Jardin de Max Factor.

In the 1920s and 1930s, the “golden years” of Hollywood, Max Factor became intimately associated with the world of movie make-up. He created the lip gloss 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, Norma Shearer, Joan Crawford, Judy Garland, and virtually all of the major movie actresses were regular customers of the Max Factor beauty salon, located near Hollywood Boulevard. Max Factor’s name appeared on many movie credits, and Factor himself appeared in some cameos.

He created many looks to establish these actresses, such as Clara Bow’s heart-shaped/pierrot lips. Years later, he exaggerated Joan Crawford’s naturally full lips to distinguish her from the myriad of would-be stars copying the Clara Bow look he created. He also created shades specifically for them: Platinum (for Jean Harlow), Special Medium (for Joan Crawford), and Dark (for Claudette Colbert).

Max Factor & Company was a two-family, multi-generational, international cosmetics company before its sale in 1973 for $500 million dollars. Many of Max Factor’s celebrity clients appeared, at no cost, in beautiful full page, color magazine ads to promote Max Factor cosmetics, so the brand “Max Factor” soon became world-renowned.

Max Factor is credited with many cosmetic innovations. Some of his innovations were the first motion picture makeup in 1914, Lip Gloss in 1930, Pan-Cake Makeup, forerunner of all modern cake makeups in 1937, Pan-Stik Makeup in 1948, Erace, the original cover-up cosmetic in 1954, and the first “waterproof” makeup in 1971.

1914: Created the first makeup made specifically for motion pictures, a thinner greasepaint made in 12 shades. It was in cream form and packaged in jars, as opposed to the thicker stick greasepaints used for theatre.

1920: Developed the “Color Harmony” principles of makeup, which held that “certain combinations of a woman’s complexion, hair and eye coloring were most effectively complemented by specific makeup shades”.

1925: Introduces “Max Factor’s Supreme Nail Polish”, a metal pot of beige-colored powder that is sprinkled on the nails and buffed with a chamois buffer. It gives nails shine and some tint.

1927: Creates “Society Nail Tint”, a small porcelain pot containing rose colored cream. Applied to the nail and buffed, it gives a natural rose color. “Society Nail White” also hits the market. It is a tube of chalky white liquid that is applied under nail tips and left to dry. The end result resembles the modern French manicure.

1928: Developed makeup, made specifically for use in black-and-white films. Max Sr. was awarded an Oscar for this innovation.

1930: Invented Lip Gloss

1932: Developed a line of “Television Makeup”, specifically to meet the needs of television.

1934: Introduces Liquid Nail Enamel, forerunner of today’s nail enamels.

1935: Opened the unique Max Factor Makeup Salon in Los Angeles.

1937: Created PanCake, forerunner of modern cake makeup, originally developed for color films.

1938: Max Factor died at age 59. Max Factor Jr. expands the family run business internationally.

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

1948: Developed PanStik makeup.

1954: Created Erace, the original concealer, and developed a line of cosmetics specifically for color television’s needs. (This line remains the standard for TV makeup).

1971: Invented the first “waterproof” makeup.

Info taken from Wikipedia