Founded in 1909, the brand that has taken the global fashion/makeup industry by storm and is known as the "makeup artist's cosmetics", and was acquired by Coty from Procter & Gamble in 2016
Max Factor was founded in Hollywood in 1909 by the modern Max Factor. Since its establishment, the brand has been regarded as a favorite by makeup artists around the world, and is known as "makeup artist's cosmetics". For more than 100 years, Max Factor has been working with world-renowned makeup artists to inspire more women to bloom beautifully!
In order to lead the Hollywood makeup trend, Mr. Max Factor founded the Max Factor brand. Mr. Max factor and Max Factor have long been revered by makeup artists, and for more than 100 years, Max Factor has been regarded by many makeup artists as the 'makeup artist's makeup'. All over the world, the Max Factor brand has also insisted on cooperating with world-renowned makeup artists, so that the brand has always led the industry trend. Globally, Max Factor has appointed makeup artist Pat McGrath as Global Creative Director. Extremely low-key, she is highly sought after in the fashion industry, and can be seen busy backstage at major fashion weeks, with The New Yorker calling her "the most important black person in fashion besides modeling." In Asia, Max Factor joins hands with Kevin, the king of Asian makeup, to continue Max Factor's professional makeup fashion with his professional makeup tactile design, helping more Asian women to make bold breakthroughs and bloom their personality charm!
In 2008, Max Factor officially entered China, and joined hands with the king of Asian makeup, Mr. Kevin, to set off a wave of makeup. The brand's star products have attracted much attention in the market, such as the Hydrating Touch Foundation and Sheer Powder, which provide good coverage and long-lasting and natural wear. Dense noncondensing mascaras are popular for creating a curly, long-lasting, non-condensing eye finish. The Charm Moisturizing Repair Lipstick containing silk protein became a bestseller as soon as it was launched, and it is known as the 'star lipstick'!
Max Factor's products are very rich, including foundations, concealers, powders, eyebrow pencils, eye shadows, mascaras, eyeliner, lipsticks, lip gloss, blush, and more. Among them, base makeup products and eye and lip products are particularly popular with Chinese consumers.
In October 2016, Coty acquired Procter & Gamble 40 brands for US$12.5 billion (about 83.36 billion yuan), including Max Factor, Cover Girl, Wella Hair Products, as well as perfume brands including Gucci and Hugo Boss, as well as makeup and hair salon businesses.
