Max Factor returns to the US online and in-store

Limited edition Max Factor collection launches at CVS, Walgreens and Target

  • Pat McGrath curates capsule collection

  • Max Factor products will be available at CVS, Walgreens and Target

  • Collection available for a limited period only

  • P&G has reintroduced its Max Factor brand into the US market with a limited edition capsule collection.

    Curated by Pat McGrath, make-up artist and Global Creative Design Director at Max Factor and CoverGirl, the range includes lip and eye products usually only sold outside of the US. The launch is supported with a social and digital campaign.

    The collection includes: Masterpiece MAX Mascara ($9.99), Masterpiece High Precision Liquid Eyeliner ($9.99) and Max Factor Lipstick ($9.99).

    Max Factor says these products will help consumers achieve a “classic catseye look with a modern twist”.

    The products will be sold online via Amazon, and and in more than 10,000 bricks-and-mortar stores via Walmart, Target, CVS and Walgreens for a limited period.

    Max Factor launched in 1909 by a famous make-up artist of the same name. The brand is sold in more than 70 countries worldwide but withdrew from the US market in 2006, citing a limited market share in the region.