Sadly, as of 2010 Max Factor will not exist in the United States.
The brand, which Gisele Bündchen most recently served as the face of, is being removed from shelves by Proctor & Gamble, but will continue to have a presence internationally.
In doing so the company will push their focus on CoverGirl products, so we’re sure to see more of Tyra Banks and Christie Brinkley, who originally signed with the brand in 1976 for a 20-year contract.
Modelinia’s own Camilla Morton explained the importance of the Max Factor brand in her article “History of Models: The Evolution of Modeling,” saying, “When Max Factor first launched his makeup line in the 1920s, only those onstage or onscreen—or of ill repute—wore it. But it wasn’t long before every woman wanted to add a touch of glamour to the grit of her everyday life. Women had just received the right to vote, and that endorsement was followed with a need to challenge societal views of women’s appearances as well.”
It is quite sad to hear about the loss of the storied makeup brand in the United States, especially one with such a rich modeling attachment. Not only has Gisele served as its face, but so have Carmen Kass and Eugenia Silva, to name a few.
