Proctor & Gamble have announced they will be discontinuing Max Factor in the US in 2010. Though the make-up brand, founded some 100 years ago, will remain on shelves abroad, where it has maintained its popularity.

Evidently despite signing Giselle on as the most recent face – Carmen Kass, Carmen Electra and Madonna have also represented the brand - with make-up artist Pat McGrath as consultant, Max Factor could not recoup poor sales, forcing the company to shut up shop and shift their focus to building Cover Girl’s market share instead.

It’s terribly sad, don’t you think, that an iconic make-up brand steeped in Hollywood history is no longer relevant to Americans? No doubt Max Factor himself, the go-to make-up man in the 1920’s and 30’s, the man who created looks for Bette Davis, Jean Harlow, Joan Crawford and Clara Bow – he was responsible for drawing her “bow” lip – likewise would’ve been disheartened by the decline in interest and subsequent demise of his life’s work. Lucky for us, we’ll still have access to it.

Max Factor's history:

1914: Created the first makeup made specifically for motion pictures, a thinner greasepaint made in 12 shades. It was in cream form and packaged in jars, as opposed to the thicker stick greasepaints used for theatre.

1920: Developed the "Color Harmony" principles of makeup, which held that "certain combinations of a woman's complexion, hair and eye coloring were most effectively complemented by specific makeup shades."

1925: Introduced "Max Factor's Supreme Nail Polish," a metal pot of beige-colored powder that is sprinkled on the nails and buffed with a chamois buffer. It gives nails shine and some tint.

1927: Created "Society Nail Tint," a small porcelain pot containing rose colored cream. Applied to the nail and buffed, it gives a natural rose color. "Society Nail White" also hits the market. It is a tube of chalky white liquid that is applied under nail tips and left to dry. The end result resembles the modern French manicure.

1928: Developed makeup, made specifically for use in black-and-white films. Max Sr. was awarded an Oscar for this innovation.

1930: Invented Lip Gloss

1932: Developed a line of "Television Makeup," specifically to meet the needs of television.

1934: Introduced Liquid Nail Enamel, forerunner of today's nail enamels.

1935: Opened the unique Max Factor Makeup Salon in Los Angeles.

1937: Created Pan-Cake, forerunner of modern cake makeup, originally developed for color films.

1938: Max Factor died at age 59. Max Factor Jr. expanded the family-run business internationally.

1940: Created Tru-Color Lipstick, the first smear-proof lipstick.

1948: Developed Pan-Stik makeup.

1954: Created Erace, the original concealer, and developed a line of cosmetics specifically for color television's needs. (This line remains the standard for TV makeup.)

1971: Invented the first "waterproof" makeup.

1980: Japanese subsidiary acquires an antioxidant derived from sake wine, called Pitera. Subsequently launches Max Factor Success Key with Pitera, which would later be renamed SK-II.

1988: Launches the world's first colorless (clear) mascara.

Reference: Wikipedia.