Maybelline is an American-based international cosmetics brand that manufactures a wide variety of products, which include makeup, skincare, and fragrances. The company was found in 1915 by Thomas Lye Williams. Its excellent business strategy and innovative products led to it being acquired by the French cosmetics company L’Oreal in 1996.
Headquartered in New York City, the brand quickly expanded worldwide after its launch and is now available in more than 129 countries. The company features more than 200 products and relies on state-of-the-art technological formulas to provide exceptional customer care. The brand is the official sponsor of New York Mercedes-Benz Fashion Week.
The Maybelline Company was found over a century ago in 1915 by T.L. Williams. Williams, a chemist, had always been fascinated by the effects of cosmetics on the skin. In his early 20s, he noticed his older sister Maybel adorning her eyelashes with a mixture of Vaseline and coal dust to achieve a darker, fuller look.
Williams produced a similar product in his chemistry lab and sold it locally under the label of Lash-Brow-line. The product was a massive hit in the locality. However, Williams soon realized that the awkward name was preventing the formula from going big. In honor of his sister, Maybel, he renamed the eye beautifier to Maybelline.
By 1917, the Maybelline New York Company was launched along with its second product, the Maybelline Cake Mascara. The product was advertised as “the first modern eye cosmetic for everyday use.” Initially, the product was only made available through mail order. However, it became so popular that people started demanding it in drugstores.
Radio Advertisement: The First Cosmetic Brand
In the following years, the company released another signature product, the red Eyebrow Pencil, as well as several eyeshadows and eyeliners. Maybelline was considered one of the leading cosmetics brands during the 1920s and ‘30s, inspiring hundreds of youngsters to embrace their looks with confidence.
In the 1930s, Maybelline became the first cosmetic company ever to advertise their products through the radio. This resulted in a spike in their sales, and thus, in 1932, Maybelline introduced an exclusive 10-cent package of its hit product Cake Mascara for retail sale.
The brand employed the well-known American actress and model Betty Grable to demonstrate a three-step application process as it released its first brow pencils. This also made Grable the earliest “ancestor” of what the world would later come to know as makeup tutorials. Maybelline stated that even though the Great Depression prevented many women from buying new clothes, they could certainly afford a new eyeshadow.
Acquisitions and Adjustments
After the death of his life-long friend and business partner Emery Shaver, Thomas Williams passed on his luxury brand to the American pharmaceutical company Schering-Plough, in 1967. AsSchering-Plough was based in Memphis, Tennessee, the production facility of Maybelline was also moved from Chicago to Memphis.
In 1974, the company expanded its range by launching its very first collectionof lip products. These included but were not limited to Kissing Sticks, Kissing Potion, and Kissing Koolers. Staying true to the elegant style of Maybelline, the product didn’t disappoint and was soon on the lips of most beauty enthusiasts.
The next year, in 1975, Maybelline opened its branch in Little Rock while its facility in Memphis continued to operate as headquarters. In 1990, Maybelline saw yet another change in ownership as it was sold to the boutique investment bank Wasserstein Perella& Co.
In 1996, the company would be acquired by the French beauty giant L’Oreal, under which it operates to this day. After its acquisition, L’Oreal saw it fit for the company to be managed and administered in the same city where Thomas Williams had founded it over 80 years ago. Thus, just as it had shifted from Chicago to Memphis, Maybelline made its final adjustment and was headquartered in New York in the same year.
What it Sells
Below is a list of some of Maybelline’s top-selling products.
Get a perfect-looking and natural skin tone with Maybelline’s Dream Fresh BB Cream. The product offers eight primary skin benefits in a single formula. This Beauty Balm cream provides a smooth application, gliding on easily and giving sheer coverage. Its added SPF of 30 makes sure your skin stays safe from UV rays when out in the sun.
The formula infuses the skin with loving nutrients to ensure hydration and give it a soft, healthy texture. It also successfully blurs any imperfections on the surface and keeps your skin oil-free. The product is available in 5 perfect shades. This refreshing cream is safe and suitable for all skin types. Wear it with or without a moisturizer.
Fit Me Matte + Poreless Liquid Foundation by Maybelline is all about matching skin texture and tone. Featuring an extremely delicate formula that feels almost weightless on your skin, the foundation mattifies the skin and gets rid of excessive oil, leaving you with a smooth, natural appearance. It is perfect for normal to oily skin, evening out the texture and making your makeup look and feel powerful.
The product features micro-powders to refine even the tiniest pores, control shine, and hide any undesirable spots on the face. This dermatologically-tested, non-comedogenic foundation is available in 42 diverse shades. To use, apply in thin layers and blend evenly using the fingertips or an applicator.
Exquisite and intense, Superstay Matte Ink Liquid Lipstick by Maybelline is a long-wearing, saturated cosmetic. The lipstick feels perfect on the lips and provides you with a flawless matte finish. The formula shows its charms in an instant of application as your lips feel soft and smooth whenever you put it on.
The incredibly velvety texture leaves your lips with a gorgeous, matte finish. The lipstick can be worn for 16 hours without any touch-ups, perfect for a full-day application. The product comes with a special arrow applicator to ensure a precise and even application. It is available in 30 unique shades.
Instant Age Rewind Eraser Dark Circles Concealer is a treatment concealer super-concentrated with the nutrients and ingredients necessary for a blooming skin. The formula targets the skin around the eyes and renders the area refreshed and radiant in no time. It diligently gets rid of every last fine line, all wrinkles, and effectively clears any circles under the eyes.
The formula is enriched with goji berry and Haloxyl to protect your eyes and rejuvenate your skin in every way. The product comes in 18 different shades. To apply, twist the collar of the in-built micro-corrector applicator until the concealer can be seen on the sponge. Apply it directly around the eyes. For extremely dark marks, use the Neutralizer shade under the concealer.
Get the perfect eyebrows with Maybelline’s Total Temptation Eyebrow Definer Pencil. The product lets you easily and precisely fill your brows with a straight-forward application. Equipped with skin-friendly ingredients, the formula provides your eyes with a stunning look that stays on for an extended period.
Available in four unique shades, the texture is gently lightweight. Thanks to its amazing teardrop-shaped applicator, you can define your lips with the ultimate ease. Start with the narrow end of the tip and use the base to define your brows from the anchor to the arch. Finally, use the fluffy spoolie end to blend and style your brows with the final touch.
Achieve the ideal eyelash volume and separated lashes with Maybelline’s Lash Sensational Washable Mascara. Thanks to the innovative fanning brush consisting of ten layers of bristles, the mascara unfolds each lash and provides the dramatic, full fan effect. The lightweight formula keeps your lashes straight and comfortable.
Infused with Rose Hip Oil as well as mineral pigments, the formula generously volumizes the lashes and gives them a soft and supple feel. It also makes your lashes look extended without any chance of them clumping together. The product is available in four magnificent shades; Blackest Black, Very Black, Brownish Black, and the latest, impenetrable Midnight Black.
Unstoppable Mechanical Eyeliner Pencil by Maybelline is a one-of-a-kind product that crosses all expectations with its original formula and simple application. The eyeliner can provide a wholly natural and easy-going look as well as the lustrous, bold look that is reserved for the best occasions.
The formula is conveniently smudge-free and is effectively resistant to waters at room temperatures. The product lasts for 24 hours and won’t lose its brilliance unless washed off with warm water. The eyeliner swivels up and down, and thus the point always remains sharp. Start applying from the upper eyelid’s inner corner and move to the outer corner along the lash line.
Maybelline has maintained its integrity and luxury status for over a hundred years. The brand features a wide range of cosmetics and skincare and makes sure to prioritize the satisfaction and wellbeing of its customers. It is currently available in almost 130 countries and continues to expand globally with each successive year.