(Right) Loretta Young 1940's
Ad. for Max Factor Society Face Powder Box.
Max Factor has been regarded by many as the father of modern cosmetics.
He is credited with: inventing cake makeup, first used by early Hollywood movie stars, and lip gloss; coining the term "makeup"; and popularizing the use of makeup by women across the country at the end of the Great Depression.
(from Telegraph.co.uk)