[citation needed] Max Factor was born Maksymilian Faktorowicz in Congress Poland, and later moved to Moscow where he was employed as a wig maker.

[2] After immigrating to the United States in 1904, Factor moved his family and business to Los Angeles, California, seeing an opportunity to provide made-to-order wigs and theatrical make-up to the growing film industry.

When the film industry was beginning to evolve, stick greasepaint (although the accepted make-up for stage use) could not be applied thinly enough, nor did the colors work satisfactorily on the screen.

Among his most notable clients were Mabel Normand, Ben Turpin, Gloria Swanson, Mary Pickford, Pola Negri, Jean Harlow, Claudette Colbert, Bette Davis, Norma Shearer, Joan Crawford, Lucille Ball and Judy Garland.

[4] In 1918, Max Factor completed development of his "Color Harmony" face powder which, due to its wide range of shades, allowed him to customize and provide more consistent make-up for each actor.

Years later, he exaggerated Joan Crawford's naturally full lips to distinguish her from the many would-be stars copying the Clara Bow look.

He also created specific shades: Platinum (Jean Harlow), Special Medium (Joan Crawford), Dark (Claudette Colbert) and Light Egyptian (Lena Horne).

For Rudolph Valentino, he created makeup to complement the actor's complexion and mask the darkness of his skin on screen.

In 1920, Max Factor accepted his son Frank's suggestion and officially began referring to his products as "make-up," based on the verb phrase "to make up" (one's face).

In 1925, the company received its biggest order to date when it had to complete a rush order to supply 600 gallons of light olive makeup for the movie Ben-Hur to ensure the skin color of the extras used in filming undertaken in America would match that of the darker-skinned Italian extras in the scenes filmed in Italy.

[6] While Max Factor was satisfied to remain a specialized supplier of products to the film community, his children were convinced they could grow the company into a much larger enterprise.

It was sold in a solid cake form and applied with a damp sponge which offered the advantage of concealing skin imperfections under a transparent matte finish.

During World War II, Max Factor developed make-up shades for use by the US Marine Corps in camouflaging faces.

In 1947 after 26 months of development by Max Factor, Jr., the company released "Pan-Stik", a cream make-up supplied in stick form and designed to take advantage of the latest changes in studio lighting and film stock.

Under his leadership, in 1965 Max Factor, Jr., established "Geminesse", a line of makeup, skincare and perfume products that were sold only by uniformed clerks in department stores.

Davis Factor was still board chairman while Alfred Jay Firestein was president and CEO when in 1973 the company agreed to merge with Norton Simon.

Chester Firestein succeeded him as president of the company, only to resign three years later in 1976, to devote his time to his personal interests; he was replaced by a non-family member.

It was under Norton Simon that Max Factor launched "Maxi", a line of makeup aimed at a younger, more savvy consumer.

Maxi sold products aimed at adolescent tastes, such as lip gloss, color rubs and "mood" lipsticks.

By the first quarter of 2010, Procter & Gamble had discontinued Max Factor in the United States, instead focusing its marketing efforts on the more successful CoverGirl cosmetics line.