The short answer: No, Max Factor is not cruelty free.
The long answer: Max Factor is a cosmetics brand from Coty, Inc. It was founded by Polish beautician Maksymilian Faktorowicz in 1909 as Max Factor & Company. By 1991, it was purchased by American multinational consumer goods corporation Procter & Gamble. In 2016, Coty Inc. acquired Max Factor from P&G. Coty Inc. is one of the largest beauty and fragrance companies in the world and is also known for also distributing CoverGirl.
Max Factor’s official website does not post anything about their stance on animal testing. However, their parent company Coty Inc. reveals, “At Coty, we do not test our products on animals and are committed to ending animal testing across the beauty industry. All our products are safe and have been developed, manufactured and packaged in compliance with the laws, regulations and guidelines that are applicable in each country in which we sell them. Some governments or agencies stipulate the testing of finished products on animals in accordance with local legal and regulatory requirements. Coty has formed a strategic partnership with Cruelty Free International (CFI), the leading organization working to end animal testing for cosmetics globally, and so far, has achieved Leaping Bunny Certification for COVERGIRL.”
Currently, Max Factor is sold in China. To be able to break into the Chinese market, Max Factor must follow the country’s importation laws, which includes testing products on animals. Though Max Factor is not doing the tests themselves, the brand has allowed Chinese authorities and third parties to do so on their behalf. Testing can also be done randomly or when a customer complains about their product. Given these facts, Max Factor cannot be considered a cruelty-free cosmetic line.