The Rise and Fall of Max Factor

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Max Factor was not only a brand but a person. Actually, it was Max specifically who would grow the business in its early years due to his exceptional cosmetic talents, seeing a need and filling it. Over the years he innovated in so many ways, waterproof mascasa, popularising foundation, grease paint for the movie screen, popularising the word make-up entirely, the man grew the cosmetic industry from a new beginning. However, following his shocking untimely death, things would never be the same again
Fashion Channel: / @understitchyt
Patreon: patreon.com/understitch
Unless otherwise obvious, photos in this video are from Getty Images or Alamy under their editorial terms used for non-commercial websites, blogs and social media posts illustrating matters of public interest.
Affiliate Links for Books Used:
Willett (2010) The American Beauty Industry Encyclopaedia: amzn.to/4ee09JL
Basten (2012) Max Factor: The Man Who Changed Makeup: amzn.to/3z6BCYd
Thomas (2016) Max Factor and Hollywood: A Glamorous History: amzn.to/3XwZv4y

Опубликовано:

29 сен 2024

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Комментарии : 89

@axolotl_observer 13 часов назад

Please please I would love Max Factor’s biography video

@ninaschmidt6344 12 часов назад

Same

@BeaBaz 12 часов назад

Yes me too, pretty please 😅

@BeaBaz 12 часов назад

Yes me too, pretty please 😅

@hahaitsrenn-not 11 часов назад

!!!!!!!!!!

@katemarlor1816 11 часов назад

Yes!

@katemarlor1816 12 часов назад

Ah! I was just telling a friend about Max Factor and how important he was to the cosmetics / makeup industry yesterday! If Steve Jobs and Bill Gates get mentioned as revolutionaries in the 20th century, so should Max Factor and Kevyn Aucoin.

@underskinYT 10 часов назад

Oh undoubtedly. Steve and Bill gave us computers, Max gave us make up, whcih is just as big of a revolution

@Repulsiastorm 12 часов назад

I don't even wear makeup but I love your deep dives on both channels, so well researched, placed within the wider cultural context and you're a joy to listen to.

@underskinYT 10 часов назад

What a lovely compliment, thank you so much 🥰

@shoyuramenoff 8 часов назад

Same here, I don't wear makeup and I love this channel!

@rosechabvuka6593 11 часов назад

This was so insightful! Please make a video on Smashbox

@hannahmoran3660 10 часов назад

I visited the museum located in the old Max Factor building in Hollywood, and it was FASCINATING. So many incredible artifacts from that era (Marilyn Monroe’s black USO dress, a pair of Judy Garland’s ruby slippers), and so much information about the relationship between makeup and actresses in that time. Highly recommend going if you’re anywhere near LA!

@underskinYT 9 часов назад

I could not be more jealous! I did visit the Walk Disney Family Museum in San Fransisco, but I think thats the only museum Ive done in LA

@KsenijaCelner 8 часов назад

Back in the late ‘90s Max Faxtor was huge in Serbia. I distinctly remember their commercials starring Madonna. Everyone wanted their 2000 calories mascara, the wet and dry pan foundation, the stick foundation and the lipfinity lipstick. In many European countries there were at that time and even today no comparable products. I think they could have a major comeback if they would hire someone like Lisa Eldridge or Charlotte Tilbury to be their art directors. Both of them were instrumental in either reviving old brands (LT for Lancôme) or coming up with an entire vision and lines for startup brands (like CT for Tom Ford).

@Anonymous36 11 часов назад

I could be interested in seeing relaunching as Maximilian and going for an "antique" looking packaging. Golden Age glamor at the drug store. But that's just me

@underskinYT 10 часов назад

That would be INCREDIBLE

@raraavis7782 4 часа назад

I would love that!

@littlereddstar5264 7 часов назад

I wonder if the term “The it factor” came to be because of or from Max Factor makeup? And if I was Max Factor now, I would lean into a marketing campaign with “The It Factor”. Especially on a platform like TikTok where people would make it trend on the phrase alone. P.S. Sounds like ColourPop took a page out of Max Factor’s book about doing things in house from start to finish.

@vasstuff 10 часов назад

I would honestly really love a biography on Max

@underskinYT 10 часов назад

Research has started 🤔

@philipbranco9568 7 часов назад

@@underskinYT Personally I would do a duo biography of both Max and his son Frank, as both revolutionise the company.

@cudii5420 5 часов назад

So Poland basically invented makeup as we know today and I had no idea, as a polish person?!

@JillofAllTrades-inMI 10 часов назад

This was extremely informative, my grandmother was in show business in the US during the 30s and 40s so MF was a name that was everywhere in my life. I had no idea of the Smashbox connection and I was surprised to see Caroline Barnes in this video! Thank you, I look forward to more videos!

@underskinYT 9 часов назад

Wow what an incredible connection, was she in anything we would know?

@veronicanv2752 8 часов назад

Isn't it about time for Hollywood to produce a biopic of this legend that made their movie stars look like etherial beings on screen? Such an inspirational and human story.

@goddessnadiya 7 часов назад

The owners themselves should invest in that that is a great idea that would make the brand go through the roof more than anything

@l00per 3 часа назад

it would also be such an oportunity to cash onto the fuzz around the movie. I think they should really lean into the golden age of the brand and try to embrace the vintage/old hollywood aesthetic

@vaniasdream 8 часов назад

Please do Max Factor’s bio, he’s live sounds marvelous

@MLGBGermany 9 часов назад

Max Factor: the makeup of makeup artists ❤ awesome video! Best quality as usual! When is e.l.f. cosmetics coming? 🥰

@bellehuberty9457 9 часов назад

This video is so interesting! I had no idea about the history behind Max Factor. I'm so glad you included everything leading up to the Factors' immigration to America, it was so interesting!

@TeazTeaz 10 часов назад

I remember using mom’s makeup in middle school and high school. I remember the smell of eye and brow pencils. And a blue eye crayons! Later I was saving up money to buy 2000 calories mascara and their Lasting performance foundation to “cake up” my face 😂 In Serbia where I live it is still on the expensive side, but I moved to L’Oréal and other brands because it felts so heavy on the face

@underskinYT 10 часов назад

Is it popular in Servia?

@KsenijaCelner 7 часов назад

@@underskinYT I wouldn’t necessarily say it is popular but it definitely has a devoted fan base. And its Serbia 😉

@SineNicD 8 часов назад

Crazy to me that max factor isn't a big deal state side. Max factor is everywhere in Scotland!

@hellokitty-h2x7s 10 часов назад

Great thank you. Film wise I think Max Factor compact powder was still used in films into the Noughties, for onset powdering Was reliable and trusted Mac started to come up with much better film /tv make up. compact for onset powdering. Though I m not sure what make up is used foe onset powdering today. . This interesting video thank you. I am interested about Charles Fox shop as they were great for theatre make up.They used to have an awesome shop... I still have some pan sticks of theirs though just to keep not to use. They were used all in the Theatre under the name of Kryolan

@underskinYT 9 часов назад

Kryolan I was obsessed with for drag, I used to use Kryolan foundation and Ben Nye power, but I always assumed it was just too think for film and tv - but now look, drag artists everywhere!

@YaBasicMillenial 12 часов назад

He was EIGHT?! 😂 My goodness kids moved different in those days. I’ve just had a word with my 10 year old son, asking why he doesn’t have a side hustle and apprenticeship by now. Biography vid asap yes please it’s fascinating.

@underskinYT 10 часов назад

Twlen year old son?? Not working?? What a SLACKER 😂😂😂

@YaBasicMillenial 10 часов назад

@@underskinYT he’s mugging me off, living in my house rent free

@jentlesites 9 часов назад

@@YaBasicMilleniala complete leech if you ask me 😹

@nailchic32go23 5 часов назад

I Loved, Loved, Loved MF's Featherblend Kohl Eyeliner w/brush. The Best eyeliner I've ever used. Have never found any liner that compares to it.

@markjohnson2257 6 часов назад

What an unexpected Sunday surprise. I know l keep saying it but l TRULY appreciate all of the research you put into all of your videos. I remember Max Factor from back in the day.I had no idea Max Factor was an actual person. I also didn't know that the grandchildren started SmashBox. Yes- please do a video on them because l had forgotten about them. I agree that Max Factor needs to hire a good marketing/advertising agency because the have an INCREDIBLE legacy/history that they should be leveraging. They created so many of the products that people use today and they have the Hollywood history....

@littlereddstar5264 7 часов назад

@nerdygoth6905 6 часов назад

This was so interesting, especially how closely the first two generations were tied to the company. Yes please to a bio video, and could you please include the sons? And yes please to a history of Smashbox: sad the shop at the Bullring was there so briefly. I see your point about the pricing attracting younger customers, but I still see it as a brand my grandmother would have worn, and she was born in the late 1890s.

@luckyleprechaun-e7h 7 часов назад

Now you have intrigued us all! please tell us--max factor the man! max factor the man!! the story. the life. the man.

@sofia_c_1 6 часов назад

I love your biographies! My study productivity levels shoot through the roof when I have your videos for accompaniment and the biographies are always informative but relatively low effort to listen to.

@kolonarulez5222 5 часов назад

Bargaining his wigs for spots in movies for his children was such a ingenious move. Especially because it meant having watchful eyes on them. What a brilliant operation.

@Orleante 4 часа назад

this was super interesting, would love the max factor biography as well

@KB0101 9 часов назад

I would love to see this brand make a come back. I would be interested to see a video on Ben Nye makeup. That was a huge stage makeup brand in the 80s. I'm not sure if it's still around.

@Wjyndigo 7 часов назад

I loved their mascara. It was the best. The only mascara I’ve found that’s close is Lancôme lash Idôle.

@JamesCartist 9 часов назад

you have included details of the brand that I was unaware of from his early days, a biography would be a fantastic add on to this video with a look at the Westmore clan as well perhaps? *smashbox bio would be a really interesting addition as well.

@maimaisims 5 часов назад

Imagine them going back to the golden age of art deco with their packaging and styling. I would eat that up

@indoora 6 часов назад

Hi, a Max Factor biography would be amazing.

@LJlnn 6 часов назад

"it's no wonder how elf cosmetics did not just sprout up from the ground then" 😂

@amberthompson1596 8 часов назад

I loved 1000 calorie mascara! It was the best but I hated that they tested on animals.

@michelledillman6381 11 часов назад

I miss my max-factor pan stick makeup for my dance performances ! It was the perfect and the best!!!!!

@laikanbarth 11 часов назад

They still sell it on Amazon

@underskinYT 10 часов назад

I was always a Kryolan fan for stage makeup

@seehearspeaknoevil7732 11 часов назад

Smashbox ftw!

@abcabcabc2310 10 часов назад

it was fascination to watch. i am really impressed with max such a determation and a talented men.I never knew the brand had such a cool history.

@underskinYT 10 часов назад

Even just researching this video I learnt so much, Im quite grateful for that

@raraavis7782 3 часа назад

That was really interesting! I'm German and I was a teen in the 90's...and for me they were always a 'better' drugstore brand. I had no idea about them struggling or leaving the US market or anything like that, either. I would agree, that it doesn't seem that their target audience is young people. I would think, it's probably women my age? Kinda, sorta interested in make up, but not overly influenced by social media and with a tendency to stick to long established brands. I don't really know, what's the hot new product at any given moment, I would never buy cosmetics online (I want to try it first, for one and it is often an impulse buy while shopping for other necessities) and while I'm not wealthy enough to be tempted by more upscale brands, I can afford the 'nicer' drugstore ones. So it's usually Max Faktor or L'Oreal, I reach for.

@dimplesd8931 2 часа назад

The rise and fall of Fashion Fair makeup and fashion shows. The makeup is still around but unlike in my mom’s day, the 70-90’s, you never see or hear of it anymore. I haven’t heard of a FF fashion show in a decade.

@lukaivezic 3 часа назад

Thank you so much for this analysis! I always saw Max Factor as an inspiring story of a persistent genius who changed history in spite of circumstance. I've been looking for a good video that covers his immense legacy, and this is some really amazing work! Immediately subscribed.

@phoenixfritzinger9185 2 часа назад

A biography on somebody like Jack Pierce (one of the first special effects makeup artists in Hollywood) would be a great idea for a Halloween special Maybe Ben Nye (both the person and the theatre kid staple) too

@joannebarber4845 Час назад

Please make both a video about the Life Of Max Factor and the making of Smash Box.

@tdsollog Час назад

Thank you for doing this! I loved the 2000 calorie mascara.

@YaBasicMillenial 9 часов назад

Yes also a smashbox video! I used to have so much smash box back in the day omg

@michelledillman6381 12 часов назад

I miss max factor makeup!

@underskinYT 10 часов назад

We’ve upgraded 💅💅

@goddessnadiya 7 часов назад

Brilliant work always, I love your content ❤

@LittleWittleKitty 8 часов назад

Bio on max factor please!

@AcaMacaCici 5 часов назад

B R A V O 👏🏻👏🏻👏🏻

@CocoCooks1968 6 часов назад

Bio please

@KB-rj3jn 10 часов назад

bro maybe some minimal fucking effort in pronouncing eastern european words

@underskinYT 10 часов назад

Never make fun of someone for mispronouncing a word, they probably learnt it from a book

@KB-rj3jn 9 часов назад

@@underskinYT I'm not making fun of you, i'm criticising you for not putting effort into your video and disrespecting an entire culture with that.

@trinimaphupa5008 8 часов назад

@KB-rj3jn expecting people who aren't from your culture to be perfect in pronouncing words from your culture is pure stupidity. You probably won't be able to pronounce my last name because: 1. You aren't South African. 2. You not from my tribe. Be effin serious.

@KB-rj3jn 8 часов назад

@@trinimaphupa5008 if i was making a documentary about it i would google how to or ask people, how do you people not see the difference

@NPenn-pn8vh 11 часов назад

Completely agree on priyanka being such an odd choice - it’s a brand that could be revitalized but needs the correct approach and ‘face’….and brain

@underskinYT 10 часов назад

There are soooo many celebrities that would be better, so confused by the choice

@bhavyajaitly 10 часов назад

@@underskinYT brain fart, perhaps it's to attract the Indian population. It's only odd if you choose to view it that way. Such a backward view on your behalf.

@shoyuramenoff 8 часов назад

@@underskinYT Priyanka is very popular in India, but for the Indian market and Bollywood, I feel like Deepika Padakone or Alia Bhatt would have been a better choice.

@NPenn-pn8vh 3 часа назад

@@underskinYT yes!!!! and it’s an opportunity to reach new people