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Maybelline | Success Story of the Most Popular Makeup Brand



Maybelline store

Maybelline New York or Maybelline is an American cosmetics, skincare and beauty company which has its headquarters in Manhattan, New York City. They offer more than 200 products worldwide. It has been a subsidiary of the French Brand L’Oreal since 1996. 


Thomas Lyle Williams founded Maybelline in 1914 in Chicago, United States. The idea came to Williams when he saw his older sister Maybel applying a mixture of Vaseline to her eyelashes so that they look fuller and longer. Being a pharmacist/ chemist, he adapted to a chemistry set. He helped her make her eyes look even more beautiful by adding carbon dust and vaseline. It automatically made the eyes darker and more dramatic. He eventually made a product which came to know as the Lash Brow line and sold it locally. Maybelline then changes the name eye enhancer in the honor of her sister. 

They launched the first Maybelline Cake Mascara in the year 1917. It had increasing demand, women also began to ask for it in drugstores as it was only available in the mail. William then went ahead to launch many coloured eyeshadows which everyone loved by all. It was also the leading youthful trend of dramatic makeup. In the 1960s, they produced ultra lash. The company is headquartered in Memphis. L’Oreal acquired Maybillne in the year 1996. It moved to New York City. 


In January 2019, they also collaborated with German brand Puma for its limited edition collection named Maybelline X Puma. Claimed as the multi-tasking athleisure collection. It also consisted of 5 products. For this collaboration, Adriana Lima was chosen as the ambassador.

The company also collaborated with Marvel to create a limited edition product that consisted of Marvel’s most iconic characters and Maybelline’s top-selling products. 

Maybelline also teamed up with Ashley Longshore featuring 6 shades of SuperStay Matte Ink in some of the popular designs of the Artist. Some of the designs were bright and bold, with floral deep designs signifying pop culture. Longshore had created the tagline “Livin the Dream”. It was available for the people from September 2019. The names of the six shades were Artist, Pioneer, Believer, Dreamer, Loyalist and Visionary. 

Maybelline X Ashley Longshore


The company used the slogan “Maybelline, Maybelline Ooh La La” till 1991. The tagline changed to “Maybe she’s born with it, Maybe it’s Maybelline”.

In 2016, they changed their tagline to “Make it happen”. 

Celebrity Influence

Marketing of a brand depends also a lot on the Celebrities who are the faces of the brand. Similar thing happened for Maybelline. They had an upswing when they hired Lynda Carter as the beauty fashion coordinator. She also appeared in several television commercials and print advertisements. Some of the top celebrities to have endorsed Maybelline’s products are Joise Maran, Miranda Kerr, Sarah Michelle Gellar, Melina Kanakaredes, Zhang Ziyi, Siti Nurhaliza, Fasha Sandha, Sheetal Mallar, Julia Stegner, Jessica White and Kristin Davis. Maybelline endorses its products by Gigi Hadid, Adriana Lima, Christy Turlington, Liza Soberano and some more. 

Also Read: SUGAR Cosmetics | Success story of the makeup obsession of India

Is Maybelline made in China?

Maybelline is owned by L’Oréal, therefore its products are manufactured around the world in various innovation centres operated by L’Oréal. Products are made in the United States, France, Brazil, India, Japan and China.

How can you tell if Maybelline products are fake?

Some brands allow you to check the authenticity by looking up the serial number on their website/app or scanning the barcode. For example, Lakme Kajal has a security hologram on the front packaging. Maybelline uses hot-stamped stickers on the backside packaging.

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