Factor began experimenting with various compounds in an effort to develop a suitable make-up for film. By 1914 he had perfected his first cosmetic product, and with this major achievement to his credit, Max Factor became the authority on cosmetics in film-making. Soon movie stars were eager to sample his "flexible greasepaint".
In the early years of the business Factor personally applied his products to actors and actresses. And he developed a reputation for being able to customise makeup to present actors and actresses in the best possible light on screen. This made Factors products even more desirable as he was using a celebrity based approach, by hiring gorgeous celebrities to wear their products and linking their products to the new rise of moving pictures. Among his most notable clients were Ben Turpin, Gloria Swanson, Mary Pickford, Pola Negri, Jean Harlow, Claudette Colbert, Bette Davis, Norma Shearer, Joan Crawford, and Judy Garland. As a result, virtually all of the major movie actresses were regular customers of the Max Factor beauty salon, located near Hollywood Boulevard.
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