- Founded In: 1915
- Founder: Thomas Lyle Williams
- Headquarters: New York City, NY
- Brand Philosophy: Maybelline New York's mission is to offer innovative, accessible, and effortless cosmetics for every individual, combining technologically advanced formulations with on-trend expertise and New York edge.
- Current Creative Director: Jennifer Alfson
- Known For: Maybelline is known for its iconic Great Lash Mascara, introduced in 1971, which remains a best-seller due to its affordable price and effective lash-enhancing formula. The brand revolutionized drugstore makeup with Fit Me Foundation, offering an extensive shade range and natural finish that caters to diverse skin tones. In 2023, Maybelline expanded its Super Stay line with Super Stay Hybrid Powder Foundation, gaining attention for its 24-hour wear and full-coverage formula.
Founded in 1915 by Tom Lyle Williams in Chicago, Maybelline began as a family-owned business inspired by Williams’ sister, Mabel, who used a mixture of Vaseline and coal dust to darken her eyelashes. This observation led to the creation of the first modern eye cosmetic, “Lash-Brow-Ine,” which evolved into the “Maybelline Cake Mascara,” the first mascara available for everyday use. Over the decades, Maybelline expanded its product line to include a wide range of cosmetics, becoming a household name in the beauty industry. In 1996, the company was acquired by L’Oréal, further solidifying its global presence.
Maybelline has collaborated with various celebrities and influencers to enhance its brand appeal. In 2024, actress Shay Mitchell was announced as a global ambassador, bringing her vibrant personality and style to the brand’s campaigns. Additionally, tennis star Naomi Osaka partnered with Maybelline as the first Brave Together ambassador, focusing on mental health awareness. These collaborations reflect Maybelline’s commitment to diversity and contemporary relevance.
What sets Maybelline apart is its ability to combine innovative products with accessible pricing, making beauty attainable for a broad audience. The brand’s iconic tagline, “Maybe she’s born with it. Maybe it’s Maybelline,” introduced in 1991, encapsulates the essence of natural beauty enhanced by quality cosmetics. Maybelline’s continuous evolution and strategic partnerships have solidified its position as a leader in the global beauty market.
