Brace yourself, what I am about to tell you is going to change life as we know it, and represents the end of an era.

According to today’s WWD, Procter & Gamble is discontinuing Max Factor in the U.S.!!!

max-factor-2000-calorie-extreme-lash-plumper-mascaraA quote:
Procter & Gamble has announced it will discontinue the sale of the Max Factor makeup brand in the U.S. beginning early next year, while continuing to sell it globally.

I am sad!

I JUST fell in love with their 2000 Calorie Extreme Lash Plumper. I feel like I may have to follow the lead of Elaine and her Today sponges while I still can!

Image: Max Factor