Max Factor is probably a name you’ve heard before, without knowing the background of the brand or artist.
Mr. Max Factor was actually the first celebrity makeup artist during Hollywood’s Golden Age, and was the person who invented the phrase “make-up.” He’s responsible for the signature Hollywood glam looks of Jean Harlow and Ava Gardner that would be come classically chic for decades. A pioneer in commercially-available makeup, Factor made eyeshadow and brow pencils widely available outside of the movie industry for the first time in 1916 before launching his full range of cosmetics four years later, called “Society Make-Up”. From the invention of modern-day foundation, to lip gloss, to contouring and color harmony, Max Factor is to thank.
In 2006, the brand left the U.S. but stayed strong internationally, though many American die-hard fans were heartbroken… until now! For the first time in ten years, Max Factor is returning to the US for a limited run of cult favorites chosen by makeup artist— the brand’s global creative design director— Pat McGrath.
The capsule collection consists of four essentials— a mascara, a liquid eyeliner and two lipsticks that you can work into your every day routine easily.
The Max Factor Masterpiece MAX Mascara is probably my favorite of the products they’re bringing us, with a buildable formula that adds volume and length. The brush is the best part, with its slim tapered shape that helps cover everything corner to corner and micro channels between the bristles to pick up and coat every single lash. You end up with a very defined, naturally-enhanced lash look.
The Max Factor Masterpiece High Precision Liquid Eyeliner is a deep black felt tip pen with a paddle tip shape. This type of applicator seems to be growing in popularity, and in my opinion takes a hot second to get the hang of. But once you get used to controlling it, the shape makes it easy to achieve both thick and thin lines, and is great for an intense cat eye!
The two Max Factor Colour Elixir Lipsticks that are making their appearance are Simply Nude, a light, beige-y pink, and Maroon Dust, a soft salmon shade. Their cream finish is universally flattering and the formula is incredibly moisturizing, making your lips look and feel amazing. One swipe gives you nearly opaque color that’s buildable and long-wearing (though will have to be reapplied after eating).
The best part, aside from the throwback black-and-gold glam packaging, is the prices: all $10 and under. I’m not sure if these will be around enough to hit stores, but you can find them for a limited time online from Target, Walgreens, and Drugstore.com.