* Acquisition by Procter & Gamble (P&G): In 1991, Procter & Gamble acquired Max Factor. Under P&G's ownership, the brand was widely distributed and accessible, particularly in drugstores and mass-market retailers worldwide.
* Focus Shift and Market Changes: Over time, P&G shifted its focus within its beauty portfolio. Other brands like CoverGirl and later, the acquisition of prestige brands, may have influenced the prioritization of Max Factor. The makeup market also became increasingly competitive with the rise of new independent brands and the expansion of existing brands.
* Withdrawal from the US Market: In 2009, P&G decided to pull Max Factor out of the U.S. market. This was a strategic decision, partly to focus on other brands in their portfolio in the US, and partly because Max Factor wasn't performing as strongly in the US as it was internationally.
* Acquisition by Coty Inc.: In 2015, P&G sold a large portfolio of beauty brands to Coty Inc., and Max Factor was part of this acquisition. Coty became the new owner of Max Factor.
* Current Status: Max Factor continues to be sold internationally, particularly in Europe, the Middle East, and Asia. While it's no longer available in the US, it remains a recognizable and relatively popular brand in many other countries. Coty has been working to revitalize and reposition the brand in these markets.
In summary, Max Factor hasn't disappeared entirely, but it's no longer available in the US. It's now owned by Coty and continues to be sold in international markets. The brand's history involves changes in ownership, market shifts, and strategic decisions that led to its withdrawal from the US market.