Origins

Maybelline’s story began with Mabel Williams, the sister of founder Thomas Lyle Williams. According to the brand’s origin story, Mabel accidentally burned her eyelashes while cooking and began applying a homemade mixture of petroleum jelly (Vaseline) and coal dust (or ash) to make her lashes appear darker and fuller. Inspired by her idea, Williams developed a commercial version of the product, creating one of the earliest modern mascaras. [2]

The name “Maybelline” combines:

• Mabel (his sister’s name)

• Vaseline (the original key ingredient)

The company was officially established in 1915, and by 1917 it had introduced Maybelline Cake Mascara, one of the first mass-market mascara products. [3]

Growth and Development

Throughout the 20th century, Maybelline became known for making fashionable cosmetics accessible to everyday consumers.

Key milestones include:

• Expansion from eye makeup into foundations, lipsticks, blushes, concealers, and nail products.

• Heavy investment in magazine and television advertising during the 1940s and 1950s.

• Acquisition by L’Oréal in 1996, significantly expanding the brand’s international presence.

• Relocation of branding to Maybelline New York, emphasizing the city’s fashion-forward image. [4]

• Parent company: L’Oréal

• Industry: Cosmetics and Personal Care

• Founded: 1915

• Founder: Thomas Lyle Williams

• Headquarters: New York City, New York, USA (brand headquarters)

• Products: Makeup and cosmetic products [5]

Maybelline positions itself as a brand that delivers:

• High-performance makeup

• Affordable pricing

• Fashion-inspired beauty

• Inclusive shade ranges

• Products designed for everyday wear

Its current mission emphasizes creating makeup that is “fast, easy, and effective,” inspired by the fast-paced lifestyle of New York City. The company also promotes inclusivity through diverse shade ranges and products suitable for different skin tones and styles. [6]

Maybelline offers products across nearly every makeup category:

Face

• Foundation

• Concealer

• Powder

• Primer

• Blush

• Bronzer

• Highlighter

Eyes

• Mascara

• Eyeliner

• Eyeshadow

• Brow pencils

• Brow gels

Lips

• Lipstick

• Liquid lipstick

• Lip gloss

• Lip liner

• Lip balm

Nails

• Nail polish (selected markets)

Some of Maybelline’s most iconic products include:

• Great Lash Mascara (introduced in 1971)

• Fit Me Matte + Poreless Foundation

• Instant Age Rewind Eraser Concealer

• Lash Sensational Sky High Mascara

• Super Stay Matte Ink Liquid Lipstick

• Colossal Mascara

• Fit Me Concealer [7]

Maybelline has become one of the largest makeup brands worldwide.

According to the company:

• Available in 120+ countries

• Offers 1,000+ product shades

• Recognized as one of the world’s leading makeup brands by market reach and sales. [8]

Maybelline is famous for celebrity ambassadors, fashion campaigns, and runway-inspired collections. The brand has collaborated with models, actors, athletes, musicians, and beauty creators across global markets.

Its long-running advertising slogan is:

“Maybe she’s born with it. Maybe it’s Maybelline.”

Introduced in the early 1990s, it remains one of the most recognizable taglines in the cosmetics industry. [9]

In recent years, Maybelline has expanded its focus beyond cosmetics through initiatives such as:

• Brave Together – a global mental health program supporting people experiencing anxiety and depression.

• Conscious Together – a sustainability initiative focused on responsible packaging, product development, and environmental impact.

• Commitment to rigorous product safety testing and scientific evaluation before products reach consumers. [10]

Maybelline is widely recognized for:

• Affordable pricing

• Reliable quality

• Extensive foundation shade ranges

• Drugstore accessibility

• Trend-focused product launches

• Strong presence on social media and beauty platforms

Its products are frequently recommended by professional makeup artists, beauty influencers, and consumers as high-value alternatives to premium cosmetics. [11]

1. About #1 Makeup Brand Maybelline New York – Maybelline

2. Hey, We’re New York’s 1 Makeup Brand | Maybelline

3. Maybelline Is an Iconic Makeup Brand-Here’s Team Byrdie’s Top 10 Products

4. Maybelline New York | Makeup Products, Cosmetics, Beauty

5. Safety Promise: Premier Makeup Excellence | Maybelline

6. Mental Health Advocate Elyse Fox Discusses Maybelline’s Brave Together Initiative

7. Your doubts. Our concern | FAQ page | Maybelline New York

8. Sobre Maybelline: história da marca de maquiagem nº1 no mundo

9. Maybelline New York – About Us & Explore Our Iconic Products

10. About Maybelline: NYC Spirit & Global Change Through Beauty

11. メイベリン ニューヨーク – メイベリンについて