Max Factor

Max Factor name is a popular brand of Procter & Gamble Co., which purchased the company in 1991. A well known name in the cosmetics world for women, it was unable to hold on in the U.S. market.

Max Factor was a household name for cosmetics for decades and it saddens many that they are pulling out of the U.S.

Proctor and Gamble (Max Factor's parent company) announced in the summer of 2009 that it would be pulling Max Factor from store shelves in early 2010. According to industry reports, the line does not sell as well as some of P&G's other assets.

Max Factor was famous for it's marketing campaigns using celebrities like Jean Harlow, Katharine Hepburn, Rita Hayworth, Bette Davis and many other well known celebrities.

Max Factor will continue to be sold abroad.

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