Max Factor is (Sort of) Coming Back to the U.S.

Do you remember Max Factor? Of course you do. It was a drugstore makeup line on everyone’s faces back in the ’90s, and the brand has an insane legacy behind it. It was started in 1909 by pioneering makeup artist Max Factor, who is said to have basically invented foundation and the actual word makeup. He also played a major role in some of the leading beauty trends of the 1930s, ’40s, and ’50s, and was a close and personal friend to many starlets from the same eras. One of our favorite actresses, Spanish-beauty Rita Hayworth, was a Max Factor model, promoting the brand’s Tru-Color lipsticks and Pan-Stik makeup back in the day.


With a history like that, it’s hard to believe the product is no longer sold in America. Proctor & Gamble, who own the Max Factor brand, decided to remove the brand from the U.S. back in 2009. Since then, we’ve all been nursing our broken hearts, trying to get our hands on MF contraband from other countries.


Well, that’s all about the change. The brand is coming back to the U.S. for a limited time with an exclusive capsule collection featuring some of the brand’s hero products. The collection, which was curated by the brand’s Creative Design Director Pat McGrath (another makeup legend), contains 4 products designed for a modern take on the classic glamour of a sexy cat eye paired with a pinkish-nude lip.


The collection includes Masterpiece MAX Mascara, Masterpiece High Precision Liquid Eye Liner (both in black), and two Max Factor Lipstick shades, Simply Nude and Maroon Dust. The products will be available starting today at,,, and, but it probably won’t be around for long!

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