Maybelline | GoBeauty
Maybelline, Photo 1522

03 August 2022



Maybelline is a well-known makeup brand that was founded in 1915 by a 19-year-old entrepreneur named Thomas Lyle Williams. Williams was inspired to create the brand after watching his sister, Mabel, apply a mixture of coal dust and Vaseline to her lashes to make them appear darker and thicker.

Williams began experimenting with different formulas, and eventually developed a product called "lash-in-brow-line" that he packaged in a small mascara-like tube with a brush applicator. He named the product "Maybelline" after his sister Mabel, and began selling it door-to-door.

In the early years, Maybelline was sold primarily through department stores, drugstores and beauty salons. The brand became popular among women who wanted an affordable, easy-to-use mascara that could give them the dramatic lashes they desired. In the 1920s, Williams began to expand Maybelline's product line, introducing new products such as eyebrow pencils, lipsticks, and eye shadows.

In the 1930s, Maybelline began to expand internationally, establishing operations in Canada and Europe. Williams continued to innovate, introducing new products such as the first water-resistant mascara, which was launched in 1938.

GoBeauty - application for booking appointments with beauty professionals

In the post-war era, Maybelline continued to grow and expand its product portfolio. The brand introduced new products such as eyeliner, foundation, and blushes. Maybelline also began to focus on advertising, using popular Hollywood stars such as Lucille Ball and Marilyn Monroe to promote its products.

In the latter half of the 20th century, Maybelline continued to be an innovator in the makeup industry, introducing new products such as colored mascaras, and in the 1990s, introducing the first "drugstore" brand of eye-shadow palettes. In 1996, Maybelline was acquired by L'Oréal, one of the largest cosmetics companies in the world.

Today, Maybelline is a well-known and popular brand, known for its wide range of affordable and accessible makeup products. The brand is sold in over 130 countries and is known for its mascaras, foundations, and lipsticks. Maybelline is considered one of the most innovative and influential brands in the makeup industry.