The Birth of Hollywood Glamour

The Hollywood Museum is a place every makeup artist and aspiring makeup artist should visit.  Formally known as Max Factor Make-Up Studio, the history of beauty that lies between those walls is astonishing. Max Factor was the creator of modern day makeup and responsible for so many iconic looks we try to mimic today.  In that building Marilyn Monroe was transformed into a platinum blonde and Lucille Ball became a permanent red head.  From creating his own color theory he called, Color Harmony, to being the first to ever use celebrities in advertisements, Max Factor began a makeup revolution and changed how the world viewed cosmetics.

Many artist today can relate to Max Factor's story. He had big dreams and accomplished each one with a business mind, passion and a drive to change how everyone viewed cosmetics. He was forced into becoming an apprentice for a wig maker and cosmetician at the age of 8. At the age of 24, and with the knowledge he had gained from cosmetics, he disguised himself to look ill in hopes to be freed from the Royal Family. His disguise worked and he was sent to Germany. There he began a new life and opened his first barber shop and cosmetic store where he sold cosmetics he made and the theatrical cosmetics he had used for many years, better known as “grease paints”. In 1904 his dreams grew bigger and he set out to conquer America; “The land of opportunity”. He settled his family in St Louise, but by 1908 he was ready to show the film makers in Hollywood how cosmetics could turn their actors into stars.

A true cosmetic innovator, Max Factor is responsible for the creation of lip gloss, false eyelashes, foundation, waterproof makeup, body paint, and so much more. Makes one wonder where the world of cosmetics would be without him.

There was so much information to take in at the museum I couldn't possibly share it all. I have compiled a  list of a few of my favorite facts and pictures. I hope you learn something and your passion for the world of makeup grows even more!

 

 This is an example of a makeup kit Max Factor would use and would also personalize for his star clients. In 1914 he creates  and perfects 12 shades of  cream foundation. Movie stars become instant fans of the product. It was the first natural looking makeup anyone had ever worn. 

 The first false eye lashes were applied to silent film actress Phyllis Haver. Factor wanted to create longer lashes and make the eyes appear larger. They soon became a request by other starlets.

 

In 1918 Max Factor creates “Color Harmony” he wanted to create a science to cosmetics. He felt he had discovered how to match each woman with the perfect shade depending on her skin tone and hair color under studio lights. It’s the theory he used to create each starlet’s signature look. When he opened the Max Factor makeup studio he had rooms labeled "For Blonde's Only", "For Brunette's Only", etc.. Each room had specific lighting for each skin tone. He would take the actress into each room to determine her perfect color and what cosmetics complimented her best.

 

 

1920 Max factor releases cosmetics to the public and refers to it as Society Make-Up. This played a part in the 1920 era of feminism. To wear make-up was to go against how a "proper" woman should look . Cosmetics was to only be worn in theater and by prostitutes. Many spoke out on the “evils” in make-up including the government and the pope. this is topic I could make a whole blog post about, and I probably will one day.

Max Factor was the first to use celebrities in advertisements. He paid the actresses $1 and promoted the film in which they stared in his ad's. Today celebrities make millions in company endorsement deals. 

In 1926 the first waterproof theatrical makeup was created for the silent film Mare Nostrum. A more advanced waterproof makeup made for every day woman was introduced by the company in 1971.

In 1929 Max Factor is recognized for his contribution to film by the Academy of Motion Picture Arts and Science at the first Academy Awards.

In 1932 Max Factor created the "Beauty Calibrator". Viewing everything as a science, he wanted to create an instrument to obtain the perfect measurements of the face. He felt he had found a way to get the exact placement for contour and color. This was not one of his successful ventures. Although a master on the science of cosmetics the "Beauty Calibrator" proved to not be effective on everyone. Could you imagine using this to contour?

      In 1933 the first body paint is introduced. This of course is a more successful venture for the Max Factor brand. Today body painting is considered an advanced makeup art form.

 

In 1938 Max Factor dies at home in Beverly Hills and leaves his legacy to his son Francis, who would go on to change his name to Max Factor Jr. Francis had worked alongside his father through the years and carried on the tradition of making innovative products in the world of cosmetics and film. Hal King was assigned creative director and would go on to work with starlets of future decades such as Lucille Ball,  Judy Garland, Marilyn Monroe, Jane Mansfield and many more. Although the Max Factor brand was sold to Proctor and Gamble in 1973, it went on to be home to some of the most innovative artist to date. The last creative director of the company  was, Pat McGrath, one of the most influential makeup artists of today.

 

For more information visit the Hollywood Museum at 1666 Highland Ave. Los Angeles, CA. Admission is $15 for adults, which is a small price to pay for 4 floors of history.  As a non profit organization, visiting and supporting the museum is a way to keep the history and legacy of Max Factor and all he did for the cosmetic industry alive.