In 1991, Revlon sold Max Factor to Procter & Gamble for $1.5 billion. By the first quarter of 2010, Procter & Gamble had discontinued Max Factor in the United States, instead focusing its marketing efforts on the more successful CoverGirl cosmetics line. Max Factor continued to be marketed overseas.
Who manufactures Max Factor?
Until its 1973 sale for US$500 million (approximately $3.5 billion in 2017 dollars), Max Factor & Company was owned by several generations of the family, becoming an international company during that time. Procter & Gamble purchased it in 1991.
What happened to Max Factor mascara?
But in 2006, the brand was pulled from U.S. shelves, leaving many fans—including me—devastated until now. Max Factor is making a return to the States with a limited selection of top products (a liner, mascara, and two lipsticks) chosen by makeup artist and global creative design director for the company, Pat McGrath.
Why is Max Factor not sold in the US?
Max Factor launched in 1909 by a famous make-up artist of the same name. The brand is sold in more than 70 countries worldwide but withdrew from the US market in 2006, citing a limited market share in the region.
Is Max Factor a British brand?
Max Factor was born in Russia and emigrated in 1914 to America, settling in LA to be closer to the budding film industry. Word of Max Factor's expertise quickly spread and he was soon working with Hollywood's leading film stars and making his own cosmetic products for a glamorous but realistic look on screen.
Does Priyanka own Max Factor?
The inimitable Priyanka Chopra Jonas is not only a multi-award-winning actress and producer but a businesswoman – with her own haircare brand, Anomaly, and a contract with the make-up house Max Factor allowing her to co-curate products as well as putting her face to them.