Coty's Max Factor has signed internationally renowned makeup artist and beauty expert Wendy Rowe as the new Global Makeup Artist and Creative Director for the brand.

The company says that Rowe will bring a new spark of inspiration and help translate its vision for the brand, which has recently undergone a repositioning.

She commented: “I’m excited to be working with Max Factor in this role, which will give me the creative freedom to formulate amazing new products at affordable prices, bringing my experience in innovation to all women.

"As one of history’s most famous global cosmetics brands, I’m excited about helping to re-launch it for today’s modern woman, creating new ranges that are easy to shop and use. Throughout my career, I’ve seen the needs of women around the world evolve over time; they now need fresh and current solutions which we will be developing. I am very excited about the future of Max Factor; makeup is about people looking and feeling great.”