Max Factor is owned by Coty (the United States, NYSE: COTY), which acquired the brand on 1 October 2016 from Procter & Gamble, as part of a $12.5 billion deal that also included CoverGirl, Clairol and Wella Professionals.[1][2] Before Coty, Max Factor was owned by Procter & Gamble from 1991 to 2016.[2]
Evidence: Coty Inc. Annual Report on Form 10-K filed 2026-08-20, SEC EDGAR, 20 August 2026. Verified from filings; last checked .
Max Factor was founded in Los Angeles in 1909 by a Polish immigrant who made cosmetics for silent film actors and coined the word makeup for consumer use. Coty acquired the brand from Procter & Gamble in 2016.
Sentences about Max Factor from Coty's latest annual filing[1], copied word for word.
In fiscal 2026, we incurred $362.8 of asset impairment charges of which $237.1 related to goodwill within the Consumer Beauty segment, and $50.6, $48.5, $22.5, $4.1 related to the CoverGirl , Sally Hansen , Max Factor , and Bourjois trademarks, respectively, within the Consumer Beauty Segment.
Negative market trends for color cosmetics in several European markets and the Middle East, along with the ongoing geopolitical conflict also impacted net revenues from Max Factor , Bourjois , and Rimmel ; Mass fragrance sales decline of $32.8, primarily due to lower net sales from Nautica in the U.S. and across Asia and the expiration of a license agreement; and Mass body care sales declines of $2.9.
Negative market trends for color cosmetics in several European markets also impacted net revenues from Max Factor , Bourjois , and Rimmel .
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central. The brand is named less often than it was three years earlier.
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Coty ownership tree →
See the full Coty brand portfolio (5) →
Coty controls 5 brands on Brandtree, 5 of them in personal care & beauty.
The 43 brands in makeup on Brandtree belong to 22 owners. The largest is L'Oréal, with 5; Coty has 3.
| Brand | Owner | Owner based in |
|---|---|---|
| Lancôme | L'Oréal | 🇫🇷 France |
| ADDICTION | KOSÉ | 🇯🇵 Japan |
| Bobbi Brown | Estée Lauder | 🇺🇸 United States |
| Eudora | Grupo Boticário | 🇧🇷 Brazil |
| Flower Knows | Proya | 🇨🇳 China |
| Little Ondine | Yatsen | 🇨🇳 China |
| AGE20'S | Aekyung | 🇰🇷 South Korea |
| PIXY | Mandom | 🇯🇵 Japan |
Coty is a publicly listed company headquartered in New York, United States, founded in 1904. Brandtree records 5 brands under its control, and it is listed as NYSE: COTY.
Coty was founded in Paris in 1904 by François Coty, who is credited with creating the modern perfume industry by combining natural and synthetic materials and selling scent in decorative bottles at accessible prices. It is now one of the largest fragrance licensors in the world and owns Rimmel and CoverGirl.
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country; Max Factor is not one of them.
Procter & Gamble transferred 41 beauty brands, including CoverGirl, Max Factor, Clairol and Wella, to Coty in a Reverse Morris Trust structured to be tax-efficient for P&G shareholders. It was the largest single step in P&G's programme of cutting its portfolio from about 170 brands to 65.
The parent company of Max Factor is Coty, a publicly listed company headquartered in the United States.
Yes. Max Factor originated in the United States in 1909 and its owner, Coty, is also headquartered in the United States.
Coty completed its acquisition of Max Factor on 1 October 2016, after announcing the deal on 9 July 2015. The deal, which also included CoverGirl, Clairol and Wella Professionals, was valued at $12.5 billion (enterprise value).
Before Coty, Max Factor was owned by Procter & Gamble from 1991 until 2016.
Yes. As of 9 October 2026, Max Factor is still owned by Coty. The ownership record was last checked against primary sources on that date.
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
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