In 1980, the Japanese branch of Max Factor acquired rights to the ingredient, and launched the first cosmetic product containing the ingredient: Max Factor Success Key with Pitera. Although only modestly successful, its customer base was very loyal, so Max Factor expanded the range, renaming it Max Factor SK-II.
Max Factor would flip through five different owners, each of whom ignored the SK-II product, until 1995, when current owner Procter and Gamble executive and brand manager A.G. Lafley was sent to Japan to overhaul P&G's declining business in Asia. Lafley made several changes to the company, including several at Max Factor: Lafley discovered Japanese women disliked the brand, so he focused instead on the SK-II cream instead. Within five years, it would become Japan's top prestige cosmetics brand, outselling Shiseido.
SK-II has since expanded into several markets, however, products sold outside of Asia do not bear the Max Factor name; the brand it simply called "SK-II". In Japan, and most of Asia, SK-II is a sub-brand of Max Factor, and still bear his name.
SK-II discontinued the famous Airtouch Foundation system in the UK in January 2010 without informing customers that all refills had sold out while continuing to sell the Airtouch applicators at the full retail price of £90 via their only official retail outlet Harrods, leaving the companies open to possible legal action. Admission to the cancellation of the product is only admitted if a customer asks Harrods. When approached P&G confirmed the removal of the Airtouch was due to disappointing sales and marketing issues.
The remaining SK-II range continues as normal including the compact foundation.