Thursday, October 13, 2016

Max Factor Returns To USA!

DISCLAIMER: I received this care package, courtesy of Max Factor & Pat McGrath,
for use & review with this blog post. All opinions are my own.

Max Factor Returns To USA! | iheartoffbeat
Click to enlarge

In the beauty industry, there are two names that are synonym with legend: Max Factor and Pat McGrath. So, when I heard that Max Factor was coming back to the US, I had to share it with you guys!

For those of you who don't know, Max Factor was known as the "father of makeup" because he is the creator of signature & iconic looks on Hollywood's Golden Age stars, such as Ava Gardner, Marlene Dietrich and Jean Harlow. Prior to him, only the movie & theater industries had access to cosmetics but, he believed that glamour should be within the reach of all women, not just actors. So, he created the first full line of cosmetics available to the public in 1920. He was even the first to coin the phrase "make-up" when referring to cosmetics.

Max Factor, the cosmetics line, was bought out by Procter & Gamble in 1991. It was fully removed from the U.S. market in 2009. P&G has sold part of their beauty business to Coty as of 2015 - a sale that is expected to close on October 2016. In this transaction, well-known beauty brands like Max Factor & Covergirl (among others) are included.

While all of these changes were happening, one of the most influential makeup artists of our time - Pat McGrath - joined the team. Pat got signed as Max Factor Global Creative Design Director in 2004. With the sale closing, guidance and major backing from legendary makeup artist Pat McGrath, Coty is looking to return Max Factor to the U.S. and are texting the waters with a new limited edition collection:

Max Factor Returns To USA! | iheartoffbeat
Click to enlarge
The Limited Edition Capsule Collection includes:
 Masterpiece Max High Volume + Definition Mascara
Masterpiece High Precision Liquid Eyeliner
and Max Factor Lipsticks -- 725 Simply Nude and 735 Maroon Dust.

Max Factor Returns To USA! | iheartoffbeat

Here I have created a very classic but glamorous makeup look using the products from this limited edition collection by Max Factor. I love the simplicity of this collection and that is nothing but essentials that make you look fresh and awake. It's the perfect makeup for everyone! 😊 This is definitely a collection that allows you to be as creative and experimental as you want to without making things complicated. 

Max Factor Returns To USA! | iheartoffbeat

Let me know if you try it out!
What are your thoughts on Max Factor coming back to the U.S.?