What happened to max factor makeup?

It's been discontinued in the US.

You can still stock up on Max Factor here:

shop.ebay..com/maxfactorladybug/m.html?_nkw=&_armrs=1&_from=&_ipg=&_trksid=p3686

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Procter & Gamble brought the brand and TOTALLY screwed it up.

There are four basic kinds of makeup out there: mass-market, department store, trend and theatrical.

Theatrical makeup is made to hold up under hot lights for long periods of time, so it's hard to apply and uncomfortable to wear. They used to call it "greasepaint" because it was made out of grease, but now they use a "cream" base which is about the consistency of shoe polish. Let's leave that stuff out of the equation for a minute.

Next is department store makeup--Clinique, Elizabeth Arden, Lancome...very expensive, very reliable, nice to wear, and they even put some on you so you know what you're getting into before you lay your money down.

Right now you're wondering, "hey! Where's MAC and Smashbox?" Those are trend makeup, as is Revlon HIP. Very strong colors, lots of very unique colors. Most people don't wear this stuff on a daily basis, but it looks GREAT when you go dancing.

And finally there's mass market makeup like Cover Girl, L'Oreal, Maybelline and Almay. Most people have at least a little of this in their makeup case.

Max Factor was a mass market brand. Some of their items were really good, such as Erace concealer, 2000 Calorie mascara and their foundations. A lot of what they sold was "good but interchangeable"--seriously, ladies, how many mauve lipsticks and brown eyeshadows do there need to be? When P&G bought the line, they realized they had two brands of makeup that did the same thing. Cover Girl has a mauve lipstick. Max Factor has a mauve lipstick. The only difference is the container. So...they totally redid the line. They left Cover Girl the way it was. They changed Max Factor to compete with Revlon's HIP line...and ran into a huge problem: the brand lost its way in the process.