Max & More BB Cream

Max & More is the exclusive in-house cosmetics brand of Action, a major Dutch non-food discount retailer. Originally founded in the Netherlands, the brand is designed to offer affordable, high-quality, and vegan makeup options to a broad European market.

While the brand's conceptual and intellectual origin is Dutch, the physical manufacturing typically takes place in China. The products are formulated following European safety standards and are often certified as cruelty-free and vegan, catering to modern consumer preferences for ethical beauty products. As a private label, Max & More is owned and distributed by Action, which operates thousands of stores across Europe, including Germany, Belgium, and France.