Gwyneth Paltrow Becomes Madonna, Audrey Hepburn for Max Factor

In celebration of Max Factor’s 100 Years of Glamour campaign, Gwyneth Paltrow is channeling four style icons for the beauty brand.

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Thanks to Max Factor global creative design director and international makeup artist Pat McGrath, the actress is given pretty spot-on makeovers as Audrey Hepburn, Brigitte Bardot, Farrah Fawcett and former bestie Madonna. Given that the late Max Factor himself (nee Maksymilian Faktorowicz) once worked with so many famous faces, including Judy Garland, Jean Harlow and Bette Davis, the campaign is the perfect way to pay tribute to the century-old label’s influence in Hollywood.