Beyond Beauty: The Era Of Inclusivity

Beauty is about more than just make-up, which is why Max Factor’s new direction sees

the brand exploring just what the concept really means through a truly inclusive and ageless approach. Meet the Max Factor Voices – a diverse collective of women who represent the ways in which our unique life experiences shape our attitudes to beauty.

 

“I love the idea of enhancing beauty, yet still being able to have each woman’s personality shine through so you get to see the real depth of their beauty,” says Wendy Rowe, Max Factor’s creative director and global make-up artist. Rowe has lent her expertise to Max Factor as part of the brand’s new direction – a modern shift to a truly inclusive ageless approach. Yes, the brand’s intel on what women actually want is about to bring about the beauty industry reality check we’ve all been waiting for.

“Their cult products (such as the famous False Lash Effect) and newer innovations (Radiant Lift foundation takes intelligent make-up to the next level with a hyaluronic acid-enriched formula) are still just as affordable, and no, there’s isn’t a teenage beauty influencer in sight.”

Rowe is also the driving force behind the introduction of the You x Max Factor video series, a diverse collective of 11 inspirational women from around the world (aka The Max Factor Voices) – mothers, entrepreneurs and activists whose life experiences have shaped their beauty. The creative director is working with the Voices to deliver make-up artistry tips that get the most out of your make-up bag and are relevant to everybody, from mastering an everyday smoky eye to the quick tricks for an instantly fresher complexion.

And it’s not just about make-up. “We’re celebrating their life experiences and the values that they stand for,” says Sheila Chaiban, Max Factor’s global vice president. It makes sense then that first up in the You x Max Factor series is influential Middle Eastern fashion designer Alanoud Badr, a passionate advocate for positive cultural change who set up her own fashion label, Fozaza, to challenge conventions. Badr’s story begins here.