You won't be able to find Max Factor at the drug store after this year. Procter & Gamble Co. announced it will discontinue distribution of the century-old brand in the United States in early 2010, due to small sales in an oversaturated American beauty market. Instead, P&G will turn its attention to building up Cover Girl domestically while continuing to sell Max Factor abroad, where it is reportedly a top-selling brand in twenty countries including big markets like Russia and the United Kingdom. Truly, we'll miss seeing the products in drug stores like Duane Reade and Wal-Mart — they always had the brightest eye shadows for $3.99 — not that we used it, anyway.

Max Factor Kisses U.S. Goodbye [WSJ]