with an emphasis on diversity. The company also relaunched Max Factor in 2018. History 1900s–1920s Coty was founded by François Coty in Paris in 1904. The brand's first fragrance, La Rose Jacqueminot, was launched the same year and was packaged in a bottle designed by Baccarat. L'Origan was launched in 1905; according to The Week, the perfume "started a sweeping trend throughout Paris" and was the first example of "a fine but affordable fragrance that would appeal both to the upper classes and to the less affluent, changing the way scents were sold forever". Following its early successes, Coty was able to open its first store in 1908 in Paris' Place Vendôme. Soon after, Coty began collaborating with French glass designer René Lalique to create custom fragrance bottles, labels, and other packaging materials, launching a new trend in mass-produced fragrance packaging. Coty also established a "Perfume City" in the suburbs of Paris during the early 1910s to handle administration and fragrance production; the site was an early business supporter of female employees and offered benefits including child care. The company began its global expansion in the early 1910s, first in London and New York. Coty established U.S. headquarters at 714 Fifth Avenue in New York City, and commissioned Lalique to design pressed glass panels for the building's façade windows, which were installed in 1912. Coty remained headquartered in the building until 1941. The structure was later given landmark status by the New York City Landmarks Preservation Commission during the 1980s for its custom windows. Coty began selling other beauty products including face and body powders in the 1910s, and launched one of its most successful fragrances, Chypre, in 1917. The company's products gained more attention in the United States as World War I soldiers started returning from France with gifts for loved ones. During the 1920s, Coty launched more than fifteen new fragrances and expanded into Germany, Italy, Spain, and Switzerland. Coty, Inc. was formed in New York in 1922, and became a publicly-traded company in 1925. 1930s–1990s François Coty died in 1934; his family maintained control of the company and served as board members until the 1960s. Coty's Air Spun face powder was launched in 1935. The powder has been described by Real Simple as one of the "best beauty products of all time" and remains mostly unchanged. In the 1940s, Coty became a major supporter of the growing