Look down into a mirror and work the mascara wand from side-to-side and root to tip. Look up and apply to your lower lashes. Tips and Advice In the early years of his business, Factor applied his products personally to movie stars, and gained a reputation for creating a customized makeup look that presented actors and actresses in the best possible light while on camera. He gained an extensive client list, which included notable names such as Jean Harlow, Norma Shearer, Joan Crawford and Judy Garland. As a result of his rise in popularity, practically all of the major movie stars of that time were regular customers of Max Factor beauty salon, which was located near Hollywood Boulevard. When it came to makeup, there was only one name on the lips of silver screen stars.

As well as inventing lip gloss and the first waterproof makeup, Max Factor also created the world’s first wand mascara, replacing the original cake and brush variety. They later went on to launch ‘Lipfinity’ the incredibly popular 12-hour long-lasting lip colour, and its best-selling ‘False Lash Effect’ mascara. Max Factor Mascara – Iconic first

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Max Factor False Lash Effect Mascara delivers voluptuous, stand out from the crowd lashes, for the ultimate false lash look without the fuss! Unlike other volumising mascaras that only create volume at the base, new False Lash Effect Mascara wraps each lash right to the tip for a false lash effect. In 1920, Factor took the advice of his son, Frank, and began to officially refer to his cosmetic products as ‘makeup’. Up until that point, the term ‘cosmetics’ was more favourable, as the term ‘makeup’ was considered vulgar and not used in polite society. Aqua, Acrylates Copolymer, Glyceryl Stearate,Disteardimonium Hectorite, Propylene Glycol,Stearic Acid, Cera Carnauba, Triethanolamine,Synthetic Wax, Polyvinyl Alcohol, Lecithin,Propylene Carbonate, Polyethylene, Tocopherol,Panthenol, Ascorbyl Palmitate,Tocopheryl Acetate, Glycine Soja Oil,Glycerin, Xanthan Gum, Methylcellulose,Simethicone, Sodium Laureth-12 Sulfate,Oleic Acid, Glyceryl Oleate, Tetrasodium Edta,Disodium Edta, Edta, Phosphoric Acid,Potassium Sorbate, Phenoxyethanol,Benzyl Alcohol, Ethylparaben,Methylparaben, Propylparaben, Alcohol Denat,[+/- CI 77499, CI 77007, CI 77491, CI 77492] You didn’t think we were telling you all this for nothing, did you? Max Factor mascaras are consistently renowned for their ability to dramatically amplify and enhance your eyelashes while staying put all day. Their waterproof range is famously long-lasting, and ensures smudge-free peepers for hours on end.

The false lash effect it gave their lashes: Reviewers loved the fact that they could ditch their false eyelashes every now and again in lieu of a mascara that gave the exact same effect as a full set of falsies. We recruited 149 testers to trial 11 waterproof mascaras over a two-week period. They assessed and scored each on its design, the finishing-look of their lashes, whether it's genuinely waterproof and/or smudge-proof and how easy it was to remove. Beauty Crew sent Max Factor False Lash Effect XXL Mascara to a panel of women aged 25 and older who were looking for a mascara that could give them lash extension-level length without the damage. The lowdown

Max Factor – The Range

Our most awarded mascara. Max Factor False Lash Effect Mascara doubles the size of lashes* for a big false lash impact. Features

The Full Stretch formula contains responsibly sourced good-for-you ingredients, including arginine, panthenol and vitamin E. Use with the specially-designed hourglass brush with petal-shaped bristle brush, and your natural lashes appear more extended, both in volume and length. Suitable for sensitive eyes. Ophthalmologist tested. Benefit By the late 1920s, Max Factor was becoming well known outside of the film community, and Factor’s children were convinced that the company had huge potential. Though he was satisfied to remain as a supplier of products to the film industry, Factor’s sons Frank and Davis persuaded him to grow the business into a much larger enterprise. In 1927, established distribution company Sales Builders obtained the rights to advertise, distribute and sell Max Factor products on a national scale. For a professional finish, look no further than Max Factor Masterpiece High Definition Mascara. Featuring a precise brush for an easy and controlled application, the super-pigmented formula creates a striking and professional look. Factor emigrated from Poland to the US in 1904, and moved to Los Angeles along with his family. Living right in the heart of the City of Angels, he recognised an opportunity to provide wigs and theatrical makeup to the growing movie industry. As well as producing and selling his own products, he also became the main West Coast distributor of leading theatrical makeup manufacturers; Leichner and Minor.As well as creating revolutionary products specifically for the film industry, Max Factor is attributed with many notable cosmetic innovations, which have changed the beauty industry for the better. Get strong and healthy lashes for a dramatic, extra long look with Max Factor False Lash Effect Serum. This ultra-conditioning concentrate is infused with a nutrient-rich complex of vitamins, proteins & peptides. It stimulates natural eyelash & eyebrow growth and protects against breakage & fall out, with clinically tested visible results in 4 weeks. The Dermatologist and Opthalmologist tested vegan formula is suitable for even the most sensitive eyes. Inspired by salons, mastered by Max Factor. Several new products were launched, including ‘Maxi’, a product range aimed at younger consumers. Maxi was priced and marketed to compete with the likes of CoverGirl, and was sold in drug stores and grocery stores.

From mascara to foundation, eye shadow to lip gloss – Max Factor put the transformative tools for make-up artistry into the hands of the everyday woman, enabling her to create her own personal glamour statement every day. SORBATE, TOCOPHERYL ACETATE, AMMONIUM HYDROXIDE, TETRASODIUM EDTA, METHYLCELLULOSE, BENZOIC ACID, SORBIC ACID, SULFURIC ACID, [MAY

How we tested the best lash serums

ETHYLPARABEN, SODIUM LAURETH SULFATE, PROPYLPARABEN, GLYCINE SOJA (SOYBEAN) OIL, TRISODIUM EDTA, XANTHAN GUM, SIMETHICONE, POTASSIUM The lash and brow conditioning serum is ideal for those who want stronger, fuller and healthier looking eyelashes