His most notable clients were Mary Pickford, Jean Harlow, Bette Davis, Joan Crawford and Judy Garland, all of whom became regular visitors at his salons.
In 1918, he developed his 'colour harmony' face powder range, which allowed him to create make up for each individual based on their skin tones, due to the wide range of shades on offer.
Creating false eyelashes, the eyebrow pencil, lip gloss, and pancake make up, Factor created a whole new language for screen cosmetics.
He died on 30 August 1938 at the age of 59.
His son Frank took the name Max Factor JR and continued to be involved with the company until the 1970s, seeing the company create make up shades for US Marines during the second world war, offer male products such as shampoo and aftershave and launch its first female fragrance in 1955.
In the 1970s, the third generation of Factors rose to senior positions but wanted to focus on their own interests, leading the firm to first be bought by Revlon and then Proctor & Gamble in 1991.
Credited as the father of modern make up
It was in 1927 that Max Factor introduced his first cosmetics to be sold to non-theatrical consumers.
Another key development in the make up world was the invention of waterproof mascara for the film 'Mare Nostrum' in 1926.
By the 1920s, Max's sons were heavily involved in the business with Davis working as general manager and Frank helping his father to develop new products.
As his local fame spread, actors from the emerging film industry also came to Max for make-up advice.
Max Factor travelled to the United Sates in 1902 and took his family to the St. Louis World's Fair.
They never returned.
Thus, the motion picture industry, then beginning in Hollywood, beckoned. He settled in Los Angeles with his family in 1909 and got a job with the Pantages Theatre.
By 1914, he was perfecting make up for the movies.
He formed flexible greasepaint, which was the first make up created for film.