It’s hard to believe it’s been 10 whole years since Max Factor disappeared from the makeup aisles of drugstores across the country. But just as we’d finally come to terms with its decade-long absence, the brand made a sudden and grand return to U.S. shelves today—courtesy of none other than Pat McGrath, who happens to be the label’s creative director (in addition to her gigs at Covergirl, for her own brand, and as a runway makeup artist extraordinaire, of course).
First launched in 1909, Max Factor is one of the oldest existing makeup brands in the world—and legendary founder Max Factor himself is credited with so many of the cosmetic trends and categories that we take for granted today. (Foundation? His invention.) But while it remained available abroad, the brand was pulled from the U.S. market in 2006, taking longstanding favorites like its Pan-Cake Foundation and Masterpiece Mascara along with it.
As of today, McGrath has brought Max Factor back stateside via a limited-edition capsule collection of essentials like its Precision Liquid Eyeliner and, yes, that beloved mascara. “With the rise of social media, beauty vloggers and Instagrammers, inspiration comes from anywhere,” McGrath told Allure. “And with this renewed interest in makeup artistry, plus the tons of fans demanding the brand’s return to the U.S., Max Factor decided it was the right time to bring back a limited-edition collection.”