Max Factor is a globally recognized cosmetics brand with a history spanning over a century, currently operating as a subsidiary of the beauty giant Coty. Founded in 1909 by Maksymilian Faktorowicz, the company is famously credited with inventing the term "make-up" and pioneerring numerous modern beauty essentials, including foundation, concealer, and wand mascara. Originally established as a specialist supplier for the Hollywood film industry, it transitioned into a consumer brand based on the philosophy that any woman could achieve "movie-star glamour" with the right tools. Core Business Operations Primary Industry: Personal Products / Color Cosmetics. Ownership: Owned by Coty Inc. since 2016, following a $12 billion acquisition of several beauty brands from Procter & Gamble. Global Presence: The brand is available in 127 countries worldwide. Headquarters: Currently based in Hunt Valley, Maryland, USA. Product Portfolio Max Factor offers a comprehensive range of professional-grade cosmetics for both daily use and stage performance. Key product categories include: Face: Foundation (e.g., Pan-Stik, Creme Puff), concealer (Erace), powder, blushes, and primers. Eyes: Mascara (e.g., 2000 Calorie, False Lash Effect), eyeshadow, eyeliner, and eyebrow styling products. Lips: Lipsticks (e.g., Lipfinity, Tru-Color), lip gloss (which the company invented in 1930), and lip liners. Nails: Nail polish and styling cosmetics. Skincare: Historical focus on a "skincare regimen" featuring cleansers and beauty aids to complement makeup. Innovation and Historical Milestones The company's legacy is defined by technical "firsts" in the beauty industry: 1914: Created Flexible Greasepaint, the first makeup specifically for film. 1918: Introduced the Color Harmony Principle, which matches makeup shades to natural skin, eye, and hair color. 1920: Coined the noun form of "make-up". 1935: Developed Pan-Cake makeup to meet the technical requirements of Technicolor film. 1954/1958: Launched Erace, the first retail concealer, and the Mascara Wand, the first tube-applied mascara. 1971/2001: Invented the first waterproof makeup and the long-lasting Lipfinity lip color. Corporate Ownership Evolution Max Factor has undergone several major transitions in ownership: Family-Owned (1909–1973): Owned and operated by multiple generations of the Factor family until its $500 million sale to Norton Simon. Transitional Period (1973–1991): Briefly owned by Esmark, Beatrice Foods, and Revlon. Procter & Gamble (1991–2016): P&G discontinued US sales in 2010 to focus on CoverGirl, while continuing international marketing. Coty (2016–Present): Coty relaunched the brand in 2018 and has since explored collaborations, such as with fashion incubators in China.