Origins

The origins of Maybelline trace back to Mabel Williams, the sister of founder Thomas Lyle Williams. According to the brand’s history, Mabel accidentally burnt 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 this idea, Williams developed a commercial version of the product, creating one of the earliest modern mascaras.2

The name “Maybelline” is a portmanteau combining:

• 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 available to consumers.3

Growth and development

Throughout the 20th century, Maybelline became known for making fashionable cosmetics accessible to everyday consumers. Key milestones in the brand’s development include:

• Expansion from eye makeup into foundations, lipsticks, blushes, concealers, and nail products.
• Significant investment in magazine and television advertising during the 1940s and 1950s.
• Acquisition by L’Oréal in 1996, which significantly expanded the brand’s international presence.
• Relocation of branding to Maybelline New York, emphasising 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 products5

Maybelline positions itself as a brand that delivers high-performance makeup at affordable prices, with products designed for everyday wear and inspired by current fashion trends. Its current mission emphasises creating makeup that is “fast, easy, and effective”, drawing inspiration from 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 and widely recognised 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

Maybelline has established itself as one of the largest makeup brands worldwide. According to the company, the brand is available in over 120 countries and offers more than 1,000 product shades. It is recognised as one of the world’s leading makeup brands by both market reach and sales volume.7

Maybelline is well known for its use of 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, this phrase remains one of the most recognisable taglines in the cosmetics industry.8

In recent years, Maybelline has expanded its focus beyond cosmetics through several key initiatives:

• Brave Together – A global mental health programme supporting people experiencing anxiety and depression.
• Conscious Together – A sustainability initiative focused on responsible packaging, product development, and reducing environmental impact.
• A commitment to rigorous product safety testing and scientific evaluation before products reach consumers.9

Maybelline is widely recognised for its affordable pricing, reliable quality, and extensive foundation shade ranges. The brand maintains strong accessibility through drugstore and mass-market retail channels and is noted for trend-focused product launches and a significant 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.10

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