How Max Factor Transformed Looks of Hollywood's Leading Ladies

Actors stood tall during the Golden Age of movies, but it’s the actresses who supplied all the sparkle. “There were the glamour girls. They always had the makeup and hair people with them,” remembered Lauren Bacall. These larger-than-life beauties — from haughty grand dames like Joan Crawford and Bette Davis to sex kittens like Marilyn Monroe and Rita Hayworth — owned a debt of gratitude to a man named Max Factor.

An immigrant from Poland who claimed he had made wigs for Czar Nicholas II of Russia, Max used a combination of visual tricks and science to enhance women’s natural beauty. “He invented contouring in 1920,” says Clara Kuperberg, who cowrote and directed The Max Factor, a documentary. “Back then, there was no plastic surgery, no Botox or anything. But he [used makeup] to make a face thinner or to change it.”

Max also invented modern cosmetic staples such as breathable foundation, lip gloss and wand-applicator mascara. “Everything we do today started with Max,” says Clara. “He was a genius.”

Scroll through our gallery below to see how Max transformed some of your favorite Hollywood icons.

Lucille Ball

Lucy began her Hollywood career as a blonde! “Max created her iconic red hair,” says Clara. “She looked common before, but Max understood that with red hair she would become a different character, a real star!” The makeup master also invented the perfect red smudge- resistant lipstick for Lucy.

Judy Garland

“Judy was just a kid, but after Max made her over she looked like a totally different person,” actress Lee Purcell told Closer Weekly at the August 11 Max Factor screening, held at The Hollywood Museum. The makeup artist added an arch to Judy’s eyebrows and used shading to emphasize her cheekbones.

Rita Hayworth

When Margarita Cansino became Rita Hayworth, Max came on board to help refine her appearance. “He used electrolysis to raise her hairline,” explains Clara. The painful process took three weeks and resulted in the actress’ defining widow’s peak. Max also dyed Rita’s hair a pretty auburn color and used makeup tricks to narrow her nose and jawline.