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The Look: High-Definition Makeup

House of Pancake
The advent of Technicolor in the 1930's made the makeup used by black-and-white film stars instantly obsolete. Greasepaint tended to reflect the set backgrounds on the actors' skin, and screen legends like Joan Crawford, Bette Davis, Greta Garbo, and Carole Lombard weren't about to appear in unflattering light. In response, the ever inventive Max Factor and his son created a porous makeup that provided a transparent matte finish and concealed imperfections. Pancake makeup was born.

Photos: Getty Images; The Everett Collection