In Hollywood's Golden Age, when it came to make-up only one name was on the lips of the silver screen stars. That name was Mr Max Factor, a visionary make-up artist, wig maker and inventor, Max Factor was known for creating the signature looks of the era’s most famous icons such as Ava Gardner, Jean Harlow and Marlene Dietrich. Word of Max Factor’s expertise quickly spread and he was soon working with Hollywood’s leading film stars and making his own cosmetic products for a glamorous but realistic look on screen. In 1916 he started selling eye shadow and eyebrow pencils. Four years later he launched a full range of cosmetics, calling it “make-up” – a phrase he coined. The make-up products and techniques Max Factor created for the movie industry and his Hollywood clients earned him an Oscar, but his guiding philosophy was that any woman could be glamourous given the right tools and make-up artstry skills. From mascara to foundation, eye shadow to lip gloss – Max Factor put the transformative tools for make-up artistry into the hands of every woman, enabling her to create her own personal glamour statement every day.