NEW YORK — The mass market cosmetics world grew up on the shoulders of Revlon and Max Factor.

Twenty-five years ago, today’s other leading players — Cover Girl and Maybelline — were limited to spinning racks while the big players had upscale counters. Almay was a niche brand.L’Oréal had yet to get its first big U.S. push — that came in the early Eighties. Neutrogena color did not exist.

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