Betrix

The Ellen Betrix brand was launched in Germany in 1935 and made a wide range of cosmetics products. 1968 saw the launch of a gentleman's line of products under the name of Henry M. Betrix.

In 1984 Betrix strikes a deal with Hugo Boss to create Boss fragrances, and the first Hugo Boss fragrance is launched in 1985. The success of the Hugo Boss fragrance leads Betrix to create a new division named Eurocos to look after the Boss and Laura Biagiotti brands.

Revlon acquires Betrix in 1989.

In 1991 Procter & Gamble buy Betrix from Revlon. The Betrix purchase includes the license for Hugo Boss fragrances.

In 2000 Procter & Gamble decide to combine their Betrix and Max Factor cosmetic brands. Both ranges now consist of virtually the same products but are marketed as different names in different countries.