Max Factor dips toes in the U.S. market with new cosmetics capsule collection

By

Dani Greene

Published
Aug 7, 2016

Cosmetics company Max Factor re-entered the US market August 1 with a four-piece capsule collection. 

With the help of renowned makeup artist Pat McGrath, who joined Max Factor in 2004 as Global Creative Design Director, the company is re-asserting itself as a major player in the US cosmetics industry.

McGrath is targeting millenials in particular, with a robust social media campaign and taking cues from beauty trends on Instagram.

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Max Factor founded the same-named Max Factor cosmetics company in 1914 in Los Angeles with his first product, Flexible Greasepaint. He is known for coining the word “makeup” in 1920. He also created the first commercially available foundation and was known as an on-screen beauty guru during the '30s, '40s, and '50s. In 1991, Proctor and Gamble acquired Max Factor and in 2004, Pat McGrath joins Max Factor as the Global Creative Design Director.