Max Factor's Death
After Max Factor's death in 1938, Frank Factor took the name Max Factor, Jr., and expanded the still private cosmetics firm, along with members of the immediate family including Sidney Factor, Louis Factor, Davis Factor and Max Firestein.
In 1939 Max Factor, Jr., began development of a smear-proof lipstick which would also both be non-irritating and not change color. A kissing machine was constructed to test the formula’s resistance to fading. The result was released in 1940 as "Tru-Color" in six shades of red.
During World War 2 Max Factor developed make-up shades for use by the US Marine Corps in camouflaging faces.
In 1947 after 26 months of development by Max Factor, Jr., the company released "Pan-Stik", a cream make-up supplied in stick form and designed to take advantage of the latest changes in studio lighting and film stock. This product was quick to apply as well as non-greasy. It was released to the public in 1948 and was immediately commercially successful.
In 1951 the company expanded their range to offer a range of male shampoo, aftershave lotion, deodorant and shaving foams.
The introduction of color television lead the company to develop Max Factor Color TV Make-up, which became the standard for use in color television.
In 1955 the company released "Electrique", its first fragrance and three years later "Primitif".
In 1956 Max Factor inc. purchased Sales Builders, which had until that time handled all of their national sales and distribution. This led to a complete reorganization of the company’s American markets, advertising, sales and distribution division.
By the 1960s, Max Factor, Jr., Max Firestein, and grandsons Donald Factor, Alfred Jay Firestein and Chester Lee Firestein were still involved. Under his leadership, in 1965 Max Factor, Jr., established "Geminesse", a line of makeup, skincare and perfume products that were sold only by uniformed clerks in department stores. The packaging and products were different; many of the containers were designed to resemble Greek sculptures.
The early 1960s saw the company become a public company and list its Class A stock on the New York Stock Exchange. This period also saw the third generation of the Factor family, Barbara Factor, Davis Jr. Factor, Donald Factor, Alfred Firestein, and Chester Firestein rising to senior positions within the company. His place of work is now a museum located in downtown Hollywood.
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