originally developed for color films. 1940: Released "Tru-Color" lipstick, the first smear-proof lipstick. Created the "Hunter's Bow" shape that is popular among the pin-up. 1948: Released "Pan-Stik" makeup. 1954: Released "Erace", the original concealer, and developed a line of cosmetics specifically for color television's needs. (This line remained the standard for TV cosmetics until the arrival of HDTV.) 1971: Released the first "waterproof" make-up. 1980: Japanese subsidiary acquired an antioxidant derived from sake wine, called Pitera. Subsequently, launched Max Factor Secret Key with Pitera, which would later be renamed SK-II. 1988: Launched the world's first clear colorless mascara 2000: Launched the first 12-hour long-lasting non-transfer lip color, "Lipfinity" lipstick 2008: Launched "False Lash Effect mascara" References Further reading External links Max Factor Website Max Factor Museum Max Factor Makeup Artist Jan Thomas - video interview Former Max Factor Creative Director Jasun Martz 1909 establishments in California 1991 mergers and acquisitions 2015 mergers and acquisitions American companies established in 1909 Cosmetics companies of the United States Coty Inc. Former Procter & Gamble brands History of cosmetics Culture of Hollywood, Los Angeles Manufacturing companies based in Los Angeles Manufacturing companies established in 1909