Maybelline

Beginnings

T.L Williams founded the MAYBELLINE Company in 1915 and introduced MAYBELLINE cake mascara in 1917 as the first modern eye cosmetic to be produced for everyday use. The firm and brand name MAYBELLINE was adapted in honor of his oldest sister, Mabel, from whom he originally received the idea of producing an easy-to-use product to darken the eyelashes which could be sold commercially. MAYBELLINE now operates as a separate division within L’Oreal USA, Inc.

Cake Mascara was originally advertised and sols exclusively by mail. It was received so well by the general public that women started asking for it in drug stores. The MAYBELLINE success story didn’t really start until mascara first appeared in the nation’s variety stores. In September 1932, a special 10-cent packages of MAYBELLINE mascara was designed for sale in these stores. The subsequent success of this product has become legend.

Maybelline Today

In 2004, Maybelline officially became Maybelline New York. Maybelline New York takes everything that the brand is today its size, its color, it success- and injects those New York elements that give the city its cool, unique, captivating flavor. It’s a new attitude and look that marries simply yet state of the art technology and a keen eye on trends to produce accessible, cutting edge cosmetics with a cool, urban edge. Think energy, attitude and style in a stick and you get the picture. Sleek, new Maybelline New York blue and silver packaging houses products that embody some of the most advanced technological formulations in the industry.

The Mayebelline New York message is all about cool, style and innovation. Now recognized as a color authority, Maybelline New York creates seasonal color stories with products in the season’s hottest shades. The Maybelline New York image is brought to life by our spoke models: Adriana Lima, Josie Maran and Tomiko Fraser. These women embody the Maybelline New York image in a modern, approachable way. Technology continues to be in the forefront.