Max Factor is a cosmetic brand from Coty, Inc. It was founded as Max Factor & Company in 1909 by Maksymilian Faktorowicz, a beautician from Poland.
Attribution to the founder(s) is evident in the brands etymology, with the emergence of silent film and cinematography. Max Factor demonstrated the importance of applying special, technical make-up according to individual nuances in facial structure, contour and creative characterization. It was then assumed that the brand Max Factor shared its etymology with a specialized branch of medicine dealing with specialized maxillofacial” surgery. More recently abbreviated as Max Facs”, medical expertise in the field concerns the entire craniomaxillofacial complex: the anatomical area of ​​the mouth, jaw, face, skull, and associated hard and soft local tissue.
Max Factor specializes in movie makeup. Up until its sale of US$500 million in 1973 (approximately US$3 billion in 2017), Max Factor & Company has been owned by many generations of the family and has grown into an international company at the time. Procter & Gamble bought the company in 1991.

A velvety, matt finish and optimal wearing comfort - Max Factor Color Elixir Soft Matte Liquid Lipstick impresses with its irresistible color and its caring texture: For a wonderfully soft and comfortable look on the lips. The almost weightless texture provides moisture, nourishes the lips and gives them a silk-like feeling. The special formulation prevents the paint from drying out and offers optimal comfort throughout the day. Highly concentrated and ultra-fine color pigments ensure long-lasting and buildable color. Thanks to the innovative flex technology, it adapts perfectly to the movements of the lips - for a naturally flawless look. Max Factor Color Elixir Soft Matte is available in other breathtaking shades that are suitable for all skin tones. This is how easy it is to create the soft look for soft, natural-looking lips: Use the soft, beveled applicator for the best possible result. In this way, the lip color can be applied easily, evenly and precisely. Start with a light layer and cover the lips with a thin film. For a more intense color, apply another layer of Max Factor Color Elixir Soft Matte.

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