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Max Factor Is Set to Leave the States

Some surprising news tonight: Max Factor, the 90-year-old cosmetics juggernaut, will be phased out in the United States over the next year. According to news reports, the brand will continue to be sold in other parts of the world, but its small 1.2 percent US market share means that products will disappear from shelves in early 2010. Parent company Procter & Gamble has been successful in building CoverGirl's recent sales, but the Max Factor brand hasn't grown as strongly. So if you're a Factor fan, get your shopping in before you need a plane ticket to do so. (Oh, and in case you want to take a walk down memory lane, here's a Max Factor trivia quiz.)

Join The Conversation
ModernGraceKelly ModernGraceKelly 8 years
I have to go chasing after Barry M in the UK and now Max Factor...? I'm stocking up on 2000 Calorie mascara. Yes, Max Factor was one of the original cosmetics brands in the US. The founder of this brand is the grandfather of the founders of Smashbox.
cindeerella cindeerella 8 years
omg noooo!! i <3 their eyeliner and mascara
Evalicious Evalicious 8 years
Isn't Max Factor related to Smash Box somehow???
greentea14 greentea14 8 years
I agree with lemuse20, I would buy more if I didn't have to go all the way to ULTA to get their products, but I am gonna miss their mascaras I love them.
honeycreepshow honeycreepshow 8 years
no!!!!!! what!!!!!!!!! my HG foundation is max factor!! :0 CRISIS! lol
Talldiva45 Talldiva45 8 years
Now that I discovered that I love their Volume Couture Mascara that I can only find at Walmart - I am pissed! Guess I will be buying a butt load!
fordhamalias fordhamalias 8 years
Crap. I finally found my holy grail mascara (Volume Couture) and they're leaving the States. Figures. :(
ImmaDiva ImmaDiva 8 years
ill miss their mascara :(
Triste3030 Triste3030 8 years
That's too bad, I love their eyeshadows. Guess I'm going to have stock up!
lemuse20 lemuse20 8 years
If they made it easier to find I'm sure more people would buy, like myself for example.
emalove emalove 8 years
I don't care much for this brand, but I do love the Volume Couture mascara. Guess I better stock up.
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