Vanity, self-esteem, and hiding our imperfections are just a few of the reasons Americans are obsessed with cosmetics. The cosmetics industry has become a multi-billion dollar industry in the United States. Although cosmetics and treatments have changed over the centuries, their goal remains the same: to improve and enhance our appearance. Cosmetics not only give us more beautiful features, flawless skin and fewer wrinkles, but they are also part of who we are. The practice of makeup and applying cosmetics dates back to the time of the ancient Egyptians, around 4000 BC. (“Timeline”) The woman most known for her makeup during this era was the last pharaoh, Cleopatra. Egyptians used makeup not only for aesthetic reasons, but also to protect themselves from various environmentally harmful substances. (“Egyptian Makeup”) “Ancient Egyptian men and women wore distinctive eye makeup, rouge, and scented oils that softened the skin and prevented sunburn and damage from blowing sands. » (“Egyptian Makeup” 2) The ancient Egyptians took a holistic approach to the concept of eye makeup. It was not only decorative and ornamental, but also served medicinal, magical and spiritual practices. (Illes)The next notable period in which cosmetics were used was in the mid-1st century AD, with the Romans. “A woman without paint is like food without salt.” -Roman philosopher, Plautus. (“Timeline 2”) In Rome, the higher the status of a woman, the more makeup she wore. Women did not have a particular way of dressing; but the amount and complexity of their composition established their wealth and higher social status. ("Roman makeup") The first layer of makeup that women ...... middle of paper ......makeup/bio/max-factor/>.Bellis, Mary. “Maximum factor.” Maximum factor. Np, and Web. May 19, 2011. .Rupkalvis, Michael. “A Brief Biography of Max Factor.” A brief biography of Max Factor. Np, and Web. May 19, 2011. “Max Factor – The Man Behind the Makeup.” Glamor Splash. Np, and Web. May 19, 2011. Horst, Marloes. “Maximum factor.” Directory of models. Np, and Web. May 19, 2011. “70s Makeup.” Classic from the 70s. Np, and Web. May 19, 2011. “80s Makeup.” Like Totally 80s. Np, and Web. May 19 2011. .