Today we were officially notified by Proctor and Gamble that Max Factor, the company's popular makeup line, will be officially discontinued in the United States. The brand, whose current spokesperson is supermodel Giselle Bundchen is expected to be entirely phased out by January 10th, 2010. Founded in January 1909 by a Russian immigrant, The Max Factor brand has been a pioneer in the makeup industry for over 100 years. It's an unfortunate turn of events, especially for a brand that is often sited by beauty industry experts and scholars when discussing the evolution of makeup and in the United States and the world. Max Factor is credited with many "firsts" in the makeup industry and is notorious for being the first brand to use the term "makeup." It was the first company to create practical products that today we take for granted, such as lip gloss, eyebrow pencil, concealer, and water-proof makeup, among many other achievements. It was also the first makeup brand to create specific makeup shades for different complexions, hair colors, and eye colors. Max Factor has been a celebrity and makeup artist favorite and we know we speak for everyone when we say we'll be sad to say goodbye. Some of our best selling Max Factor products over the years have been:
Get your favorite Max Factor products here before it's too late!