Max Factor, a renowned cosmetics expert, immigrated to America in 1914 and settled in LA to be closer to the growing film industry. His reputation quickly spread and he began working with Hollywood's top stars, eventually launching his own line of cosmetics. In 1916, he made eye shadow and eyebrow pencils available to the public for the first time, revolutionizing the industry. Four years later, Max Factor coined the term "make-up" and introduced a comprehensive range of transformative products. His belief that all women can achieve sophistication with the right tools and make-up skills led to the empowerment of women to express their personal glamour every day, from mascara to foundation, eye shadow to lip gloss.