Max Factor

What Max Factor does

Max Factor is a 100+ year heritage mass-market cosmetics brand founded in 1909 in Los Angeles by Max Factor, a Polish-born entrepreneur who pioneered makeup for Hollywood's Golden Age film industry and is credited with coining the term 'make-up.' The brand's core products span face (Facefinity foundations, Miracle Pure skincare-infused cosmetics, Pan Stik, Lasting Performance), eyes (False Lash Effect and 2000 Calorie mascara franchises, Masterpiece eyeliners and palettes, brow products), and lips (Lipfinity long-wear, Colour Elixir, 2000 Calorie Lip Glaze). Underlying product technology centers on cosmetic formulation, including a patented Liquid Lash formula in the False Lash Effect mascara line; the brand also documents 10 category-defining 'iconic firsts' in cosmetics innovation from 1914 Flexible Greasepaint to 2009 False Lash Effect Mascara. Pat McGrath, one of the world's most influential makeup artists, has served as Global Creative Director since 2004.

The brand operates a direct-to-consumer model via 12 localized regional e-commerce storefronts (UK, Australia, Germany, Italy, Poland, Netherlands, Czech Republic, China, Latin America, Argentina, UAE) supplemented by retail distribution worldwide and multi-platform social marketing (Instagram, TikTok, Facebook, YouTube, Weibo). Max Factor is owned by Coty Inc. (NYSE: COTY), having previously been part of Procter & Gamble from 1991 to the mid-2010s, and is positioned as an accessible professional-quality mass beauty brand targeting general consumer women seeking everyday and Hollywood-inspired makeup looks. The company's customer base is a horizontally segmented general consumer persona with no disclosed enterprise or B2B customers, and pricing is not publicly disclosed in available sources.

Name

Max Factor

Legal name

Max Factor

Website

https://maxfactor.com

Company type

Private

Founded year

1908

Operating status

Operating

Headcount range

11–50 employees

Short description

Max Factor is a 100+ year heritage Hollywood-born mass-market cosmetics brand owned by Coty Inc., selling face, eye, and lip makeup across 11+ countries through regional e-commerce and retail, targeting everyday women seeking professional-quality makeup.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

Keywords

• Color cosmetics
• Makeup products
• Beauty foundations
• Mascara collection
• Lipstick brands

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Operations, Supply Chain, Personnel, Technology or R&D

Revenue model

1. Consumer cosmetics retail: Direct-to-consumer sales of makeup and cosmetics products through owned e-commerce platforms and retail distribution channels worldwide.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Max Factor manufactures and sells a comprehensive line of color cosmetics and makeup products across face, eyes, lips, and nails categories. The portfolio centers on iconic franchises including Facefinity foundations, False Lash Effect and 2000 Calorie mascaras, Lipfinity long-wear lip color, Colour Elixir lipsticks, and Masterpiece eye products, sold directly to consumers through regional e-commerce storefronts and retail distribution worldwide.

Product overview

Max Factor is a Hollywood-born cosmetics brand offering a comprehensive makeup portfolio spanning face, eyes, lips, and nails. The product lineup centers on iconic core franchises including the Facefinity foundation family (All Day Flawless 3-in-1, Compact, Universal Primer, Multi-Perfector Concealer), the False Lash Effect mascara franchise (multiple variants including Supreme Recharge, Voluptuous, Raven, XXL, and Waterproof), the 2000 Calorie mascara and lip collection, Lipfinity long-wear lip color, Colour Elixir lipstick range, Masterpiece eye products, and Miracle Pure skincare-infused cosmetics. The brand operates across multiple regional websites (UK, Australia, UAE/Arabic, Latin America, China) with localized product assortments. Max Factor is owned by Coty Inc. and positioned as an accessible professional-quality makeup brand, with Pat McGrath serving as Global Creative Director. The company has a heritage of 10 iconic firsts in cosmetics innovation spanning from 1914 Flexible Greasepaint to the 2009 False Lash Effect mascara.

Differentiator

Problem solved

Functional benefit

Products and services

• Facefinity All Day Flawless 3 in 1 Foundation Foundation combining primer, concealer, and foundation in one product with SPF, providing all-day flawless matte finish for general consumers and beauty enthusiasts.
• False Lash Effect Mascara Cult-classic mascara featuring patented Liquid Lash formula that doubles eyelash thickness with bold brush for full coverage without flaking or smudging.
• Lipfinity Lip Colour Long-wear liquid lipstick with velvety matte formula providing up to 24 hours of flawless wear with lustrous top coat for consumers seeking extended-wear lip color.
• Colour Elixir Lipstick Hydrating lipstick with 60% emollients and vitamin E providing instant color with active hydration for softer, plumper lips.
• 2000 Calorie Mascara Iconic fragrance-free mascara providing up to 300% more volume with smudge-proof finish ideal for sensitive eyes and contact lens wearers.
• Miracle Touch Foundation Foundation transforming from solid to liquid upon application, providing perfect luminous finish in a single step for consumers seeking innovative texture formulations.
• Lasting Performance Foundation Liquid foundation providing natural look with 8-hour guaranteed matte finish in non-comedogenic formula for consumers with long-wear needs.
• Miracle Pure Skin-Improving Foundation Skin-care infused foundation with 89% skincare ingredients including collagen-boosting complex, vitamin C, and hyaluronic acid for 24-hour hydration and skin improvement.
• Masterpiece Nude Palette Eyeshadow palette featuring nude shades for creating perfect smoky eye looks and versatile eye makeup applications.
• Masterpiece Max Mascara Volumizing mascara delivering maximum lash volume for consumers seeking dramatic eye looks.
• 2000 Calorie Pop Art Cheek Paint Blush Blush from the 2000 Calorie collection providing bold, vibrant cheek color for expressive makeup looks.
• Miracle Pure Skin Reset 2-in-1 Serum Foundation Two-in-one serum foundation combining skincare benefits with buildable coverage for consumers seeking hybrid skincare-makeup products.
• 2000 Calorie Lip Glaze Glossy lip glaze providing instant plumped volume with lightweight, non-sticky vegan formula enriched with hyaluronic acid and squalane.
• Masterpiece 2 In 1 Lash WOW Mascara Mascara with transformable 2-in-1 rotating brush for both length and volume with vegan formula enriched with vitamin E, collagen, and keratin.
• Crème Puff Pressed Powder Matte finishing powder with light-reflecting particles providing soft-focus, velvety texture for all skin types.
• Facefinity Multi-Perfector Concealer Multi-tasking concealer that hides, brightens, and covers with light-reflecting pigments and 24-hour hydration.
• Masterpiece Waterproof Matte Liquid Eyeliner Waterproof matte liquid eyeliner for precise eye definition with long-lasting formula.
• Pan Stik Foundation Full coverage stick foundation for convenient, fast touch-ups with creamy texture ideal for covering blemishes and smoothing wrinkles.
• Facefinity Blush Multi-tonal blush designed for easy blending and application for subtle to bold cheek looks.
• Facefinity Bronzer Powder bronzer for healthy summer glow effect, usable alone or over foundation.
• Facefinity Highlighter Multi-dimensional powder highlighter for natural sublime glow with silky lightweight texture.
• Honey Lacquer 3-in-1 lip product combining color, smoothness, and shine in balm-soft, glossy, and intense color finish.
• 2000 Calorie Brow Sculpt Gel Tinted brow gel providing volumizing effect for fuller brows with smudge-proof, easy-to-apply formula in 4 tinted shades plus clear.
• Lip Shader Twist-up Lip Liner Twist-up lip liner for precise lip definition and shaping.
• Lash Revival Mascara Long lash mascara with bamboo extract formula for stronger, longer, fuller-looking lashes in four weeks of use.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CoverGirl: Iconic American mass-market color cosmetics brand, also owned by Coty Inc. Comparable product mix across face, eyes, lips with similar drugstore positioning; sibling brand within Coty that competes for shared parent resources and US shelf space where Max Factor lacks DTC presence.
• Rimmel London: Mass-market color cosmetics brand also owned by Coty Inc., operating across UK, Europe, and global markets. Directly comparable product mix (face, eye, lip), similar price positioning, similar mass-drugstore distribution model, and competes with Max Factor for shared Coty marketing and retailer shelf resources.
• Maybelline New York: World's largest mass-market color cosmetics brand, owned by L'Oréal. Directly competes with Max Factor across mascara, foundation, and lip categories globally; strongest direct competitor in shared retail channels and product franchises (mascara, foundation).
• Bourjois Paris: Heritage French mass-market color cosmetics brand also owned by Coty Inc., with comparable face/eye/lip portfolio and European drugstore distribution. Closest internal sibling to Max Factor within Coty's portfolio, with similar pricing and channel strategy.
• Revlon: Heritage American mass-market color cosmetics brand with comparable product mix (foundation, mascara, lip) and drugstore distribution. Comparable heritage positioning though recently emerged from bankruptcy, providing a useful comparison for brand-revival dynamics.

Broad incumbents

• MAC Cosmetics: Professional-credibility color cosmetics brand owned by Estée Lauder, with comparable heritage in artist-endorsed makeup. Competes for the professional makeup artist positioning Max Factor leverages through Pat McGrath, and overlaps in foundation and lip franchises.
• L'Oréal Paris: Global mass-prestige beauty flagship of L'Oréal, with comprehensive color cosmetics portfolio spanning face, eye, and lip. Directly comparable consumer target and channel mix but at significantly larger scale and broader portfolio including hair care and skincare.

Emerging players

• NARS Cosmetics: Premium artist-led color cosmetics brand owned by Shiseido, founded by iconic makeup artist François Nars. Comparable artist-credibility positioning to Max Factor's Pat McGrath heritage, but at significantly higher price points, demonstrating the upmarket migration challenge for Max Factor.
• e.l.f. Beauty: Rapidly growing mass-prestige color cosmetics brand with strong digital-native and Gen Z positioning. Competes directly with Max Factor in drugstore and mass channels but with newer brand equity, faster product cycle, and stronger digital marketing execution.
• Charlotte Tilbury: Premium color cosmetics brand founded by celebrity makeup artist Charlotte Tilbury, now owned by Puig. Competes for the professional makeup positioning that Max Factor historically owned, but at premium price points, demonstrating the trade-up path heritage brands must defend against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/MaxfactorUK
• Facebookfacebook.com/MaxFactorPH
• Instagraminstagram.com/maxfactor
• TikToktiktok.com/@maxfactor
• Xx.com/MaxfactorUK

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Max Factor