Global appeal just couldn't carry Max Factor in the U.S. any longer.
Procter & Gamble Co. is discontinuing the U.S. distribution of Max Factor, which was founded in the Forties as the original American makeup artist brand in the early days of Hollywood. P&G cited reasons the brand has only a small share of the market here — especially compared to its strong growth in the rest of the world — and that resources would be better utilized for its leading makeup brand, CoverGirl.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
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