Monday, July 18, 2016

Is Max Factor Coming Back to US Drugstores?

image credit: Stephanie for Nouveau Cheap
Max Factor Limited Edition The Enticing Cat Eye Collection at Walgreens

Back in 2009 when I posted about how Max Factor (then owned by P&G) was leaving US drugstores, I know that many of us were pretty bummed about that. In the years that followed, you could--and still can--purchase select Max Factor products online here in the US at retailers like Drugstore.com, Overstock.com, etc. But Max Factor's presence in US brick & mortar retailers vanished not long after my post in 2009.

In 2015, P&G sold Max Factor, Covergirl, Clairol, Wella and many of their other beauty brands to Coty. When I posted about this almost one year ago today, I actually wondered aloud in my blog post if Coty may start selling Max Factor in US drugstores again.

Well guess what?

Yesterday, my pal and longtime reader Stephanie of Imperfectly Painted blog shared the above photo of a new limited edition Max Factor display that she just spotted at her local Walgreens (in the US).

The Max Factor Limited Edition The Enticing Cat Eye Collection contains Masterpiece Max High Volume Mascara, Masterpiece High Precision Liquid Eyeliner, and also what appears to be Max Factor's Colour Elixir Lipsticks. These products are not new in the international marketplace, but they are certainly new to US drugstores.

This morning, I did some digging and found this on the Walgreens.com website:


Right now, they just have the mascara available, but the other two products in this collection should be available very soon on the Walgreens site.

Notice that the image above states that this collection is available in the US for a limited time. How long, you ask? Well I zoomed in on Stephanie's pic and noticed this:

image credit: Stephanie for Nouveau Cheap

As you can see, this collection should be in all US Walgreens stores starting 7/31 through 10/1. And every product in the collection will retail for $10.99.

My guess (and this is ONLY a guess as I have absolutely no affiliation with Coty, Max Factor or Walgreens) is that Coty is testing the waters here. Perhaps they're interested in bringing Max Factor back to US drugstores, so this limited edition collection will allow them to gauge US consumer interest. If this run is successful (i.e., we buy these products like crazy) then perhaps Coty will bring the entire Max Factor line back to US drugstores in the future? Again, this is only a guess!

Either way, if you love Max Factor and you're interested in these products, BUY THEM when you see them at Walgreens. This could possibly send a message to Coty that we're happy to have Max Factor back in US stores but, if nothing else, this is a rare chance to get Max Factor in the US without having to order online. 

Thanks again, Stephanie, for the great sighting and pic!
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57 comments

  1. Don't most of the Max Factor products have a sister product in the CG line?

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    1. It's been a while since I purchased any Max Factor products, but I do remember that many products did have a counterpart in the CoverGirl line. I honestly don't know if that has shifted at all since 2009 since I haven't kept up on Max Factor much since their departure from US drugstores. I do recall reading a few years ago that there were still products that were quite similar between the two lines (which makes sense since we in the US would get the CG products while outside the US would get the MF products). But IF Coty decides to bring MF back to US drugstores, I would imagine that they would start to offer more products that are unique to the MF line, without a CG counterpart. That is only a guess, of course, but I'm SUPER curious how Coty is going to handle both CG and MF now that they own both. Only time will tell!

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    2. Some of them do. I wore and loved a mascara that was in the MF line and available in the CG line but it performed differently than the original Max Factor. It led me to believe it was not an exact dupe though PG at the time said it was the same.

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    3. I agree, Claudia! I remember back in the day (pre-2010) some people would always say that certain CG mascaras were exactly the same as certain MF mascaras. But while I found them to be similar, they were NOT exactly the same!

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  2. OMG YES. I LOVE MAX FACTOR! I will be heading to walgreens to pick up some stuff for sure! I was so sad when they left the US. I'm not even ashamed to say that I paid a bit of money for their mascaras lol YES YES YES!

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    1. So what you're saying is that you're happy about this news? LOL!! Girl, I'm super excited as well! :) I STILL miss the MF Volume Couture Mascara (which I believe they discontinued back in 2011) so I'm SUPER excited to see how Masterpiece Max High Volume Mascara compares!

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    2. Just bought pan stick on Amazon. Very happy!

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    3. Just bought Pan Stick on Amazon. Very Happy

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  3. I am super excited!!! I loved their mascara specifically their Lash Perfection not the volume couture. But I don't see their new one in waterproof.

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    1. I wonder if they'll expand all lines (with waterproof formulas) with their new ownership? Hum...

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    2. That would be fantastic. I fell head over heels for their 2000 Calorie wp mascara -right before they pulled out of the US, naturally.

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    3. It is on Zulily today in both regular and waterproof for not more than 8 bucks + shipping.

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  4. I'm lucky enough to get to the UK frequently and so I can get my MF fix, but I'll still do the Snoopy happy dance if the line comes back to the US!

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  5. Omg I loved their calorie lash mascara in Blue. I hope all their products return in the US permanently.

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  6. I'm surprised to learn that CoverGirl was sold to Coty. When CVS has a sale and/or promotion on P&G products, CoverGirl is always included. Covergirl and Clairol coupons are only offered through P&G. So maybe Coty is managing the brand? I don't know, I'm too busy paying attention to L'oreal and Revlon. But I'm so glad to hear about Max Factor. I wonder if they still have the 2000 Calorie Mascara in their line? Its my all time favorite drug store mascara.

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    1. Since the sale was only announced last July, it will take a while for all ownership duties to change hands. That's probably why P&G is still handling the coupon issuance. Eventually that should all move over to Coty. This is all an educated guess, of course! I worked for a large company once that was purchased by an even larger company and it took FOREVER for all duties to change hands. My original company continued to handle certain operations for almost two years before they were "officially" managed by the new company.

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    2. G, I'm sure you're right. I was pretty surprised to learn that they've been sold. (I remember that Coty tried to acquire Avon a couple of years ago). I don't buy CoverGirl that often. But when I do, I really appreciate that P&G always has coupons to stack with store promos.

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    3. Me too, haha I just named that particular mascara myself so I hope they bring it back, even if just long enough for me to grab a few as backups :p I seem to recall the 2000Cal was one of their best sellers/most popular items. I definitely remember the 'aw, cr@p' sentiments when they left the US though! I knew people who would buy overseas in bulk just for the MF PanStik and PanCake makeup. Horrible name IMO but I knew plenty who swore by it nonetheless.

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  7. I hope they bring the pan stick back. It's wonderful cold weather foundation. I picked up a few Max Factor products on a recent trip to Boots in London. I'm a fan mostly. Always liked their mascaras a lot!

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    1. Yes!! Pan Stick was my go to through the mid to late 90s (it's a FABULOUS concealer)!

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  8. I saw this in my local Duane Reade(NYC)yesterday- it looked like it was mascara and two shades of 'nude'lipsticks (I think that one was Maroon Dust but I'll have to go back and check). I couldn't tell if the lipstick matched the colors on the bottom of the tube.

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    1. Thanks so much for the lipstick info! Sad to hear it was just two shades, but that's better than nothing! Did your display have the liner? I'm intrigued by the shape of the applicator (link is in my post if you haven't seen it). Thanks! :)

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    2. Annie, which Duane Reade was it? I could not find it in my Duane Reade (also NYC). Can't wait to get that lipstick.

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    3. I'm sorry that I didn't get back to you sooner! G, the display had mascara (various shades of black), the eye liner and 2 lipsticks (I'm pretty sure that there are only two although there seems to be a lot of lipsticks slots available- maybe someone else can confirm this). The lipsticks that I saw were 725 Simply Nude and 735 Maroon Dust.

      YanaNYC-This was at the Duane Reade at 250 West 57th Street. It's on the corner of 57th St. and 7th Ave. There is construction going on on the block- You'll need to be on the side of the street with the T.J. Maxx and walk to the end of the block (towards 6th Ave). The Duane Reade is at the end of the block. Although there are several Duane Reade stores in that area this is the only one that had it. In the store the display is where they have the new make up displays.

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    4. Annie, thanks a lot! Will def go there.

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  9. This brings back memories for me! My first ever makeup product that I ever purchased was Max Factor's 2000 Calorie waterproof mascara. I remember the displays disappeared shortly after that. I've always wondered what happened especially since I'd still see their displays in drugstore in Hong Kong. I love that Max Factor did the makeup for I Love Lucy. They're OG and super legit! I'd love to see which items they're releasing in the US.

    Side note: The lipsticks in the display look like the Cover Girl Lip Perfection lipsticks!

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    1. I thought they were CGs until I saw the title.

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  10. Thank you. I will certainly purchase once I see them appear in Walgreens.

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  11. I've heard that they're in trouble financially (even more so than before they pulled out of the US market), so I hope they come back to the US permanently. I think the brand can be saved, and I really want my 2000 Calorie mascara back. The prices seem a bit steep though.

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  12. I clicked your link for the lipsticks and explored their site a bit. They have Star Wars lipsticks just like Cover Girl did.

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  13. I haven't read through all the comments but just a heads up these are also on Amazon! I ordered a lipstick (the darker color of the two available) and the black liquid liner that is part of this collection!

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    1. exactly what I was going to say!!! Maybe I can stop hoarding the one I have!!!

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  15. I saw This display at my local Walgreens this weekend. It's so exciting!!!

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  16. I looooooved the pan stick and the pan cake and the lipsticks and the auburn mascara and the eyeshadows... Ok, basically everything. As a teen in the 90s good ole max factor, Revlon, loreal and Coty were my go to brands.

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  17. I love Max Factor and I always stocked up on their mascara when I would visit Europe. This is great!

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  18. OMG... I hope they come back! I loved and adored the 2000 Calorie mascara, it was a formula that worked beautifully on my lashes and they were the only company that had an Auburn mascara. I bought every tube of that I could find when I heard they were leaving the US market.

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  19. Just a heads up, the dates on the tag is stating that they'll be that price. It's just a sale tag displays come with. Work at Walgreens for three years as a beauty consultant :) we'll have them till that display runs out and they won't send more when it does

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  20. Omg yay!!!!!! I loved their mascaras. I used to be only able to find them at Kmart near the end of their run in the US, so I am thrilled at a Walgreens launch (I work near like 5 Walgreens lol!!) Of course I need to buy something from that display to help show interest in the brand to come back to the US! :)

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  21. I really want Pan Stik and Pan Cake back. There are millions of mascaras and lipsticks to choose from, but those two products are hard to find.

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    1. So true! And they worked surprisingly well too for as 'heavy' as they were at the time they were around. I was so bummed they left before I really thought to stock up so fingers crossed!

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  22. OMG OMG OMG that is the best news. I hope that they make their way back up to Canada too. If not, I'll be calling on relatives to pick up all of it for me. Thanks for this, G.

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  23. Max factor is the same thing as covergirl with a few differences and exclusions. I know because we have both brands in Australia and I can confidently say it's 95% identical to Covergirl, only max factor has prettier packaging. For example, the Covergirl lashblast volume mascara is same thing as max factor false lash effect. Those pretty max factor lipsticks are same as the colorlicious lipsticks. Look closely at the packaging and ingredient list, practically identical. I don't know how this will appeal to American consumers because you're pretty much paying a higher markup when it's basically a prettier version of covergirl makeup.

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  24. This is exciting - I remember my first "crazy" eyeshadows were a Max Factor trio of a lime green, bright blue, and navy blue. I think I still have it somewhere! I kept it for nostalgia haha

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  25. According to a press release by Coty from May, the transaction should be completed by October 2016. https://www.coty.com/news/coty-inc-announces-update-transaction-pg-beauty-brands

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  26. MaxFactor (I think, now I'm questing myself lol) shows up in my local TJMaxx all the time. Usually the products aren't in good shape (broken pieces or ripped packaging). I'm excited for this though! I remember using some of their products as a teen :)

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  27. This must be destiny. Two short days ago while I was in cvs (the only drugstores near me that stock a decent amount of makeup) and wondered whatever happened to good ole Max Factor. Who can forget the legendary pancake makeup!?

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    1. Didn't they have a Pan cake powder version too? I vaguely remember using it or something very smiliar by MF like MAC Studio Fix powder foundation which I used at the time, MF naturally being cheaper. I would live to see the MF line return, I liked it a lot.

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  28. Was, in Walgreens just this Monday looking at all the new products. And I happen to notice the Max Factor display. I happened to mention it to my daughters, and told them "oh, looks like they brought back Max Factor". More makeup products to choose from. Hope they will be just as good as the old stuff or even better.

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  29. Love the Maxfactor eyebrow pencils and powders. So old school but perform so well www.indigoandmouse.blogspot.com

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  30. Max Factor Stretch mascara used to give me LIFE!

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  31. Found a larger version of this display today at my local Walmart.

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  32. Please bring back the water based pancake make up!!! I get so many compliments on my "beautiful skin" when I wear it. I had to buy it on ebay at an exorbitant price.

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  33. Just spotted this same display at my CVS. Scanned the lipsticks since no prices were listed and the were $14.79! That's a heck of a lot for a drugstore lipstick.

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