Maybelline 

From a burned eyelash accident to a global beauty empire 

Maybelline New York is a globally recognized cosmetics marque (brand) known for combining New York-inspired style with affordable, trend-driven makeup that is accessible to everyday consumers around the world, making it one of the most influential beauty brands in the mass market industry today. 

Maybelline New York represents more than just makeup—it reflects a strong identity built on fashion, confidence, and modern beauty.

• Founded in 1915 in Chicago, USA

• Created by Thomas Lyle Williams

• Name inspired by “Mabel” (his sister) + “Vaseline”

• Acquired by L'Oréal in 1996

• Available in over 100 countries worldwide

• Known for innovation in mascara, foundation, and lip products

• Strong connection to New York fashion culture and global trends

The story behind Maybelline begins with Thomas Lyle Williams, whose entrepreneurial journey started with a simple but powerful idea inspired by his sister Mabel. After she accidentally damaged her eyelashes, she used a homemade mixture of Vaseline and coal dust to enhance their appearance. Seeing the potential in this beauty hack, Thomas worked to refine the formula and eventually created one of the first modern mascara products.

He launched his first product, Lash-Brow-Ine, which quickly gained popularity, and later introduced cake mascara in 1917, making eye makeup more convenient and widely accessible. Through smart marketing and a vision to bring beauty products to everyday women—not just the elite—he successfully built a company that would grow beyond the United States and become a global beauty powerhouse.

Over the decades, Maybelline expanded its product range beyond mascara into foundations, lipsticks, eyeliners, and more, consistently adapting to changing beauty trends while maintaining affordability. With the acquisition by L'Oréal, the brand strengthened its global reach, innovation, and research capabilities, allowing it to remain competitive and influential in the modern beauty industry.

Today, Maybelline New York is recognized worldwide for:

• Fast-moving beauty trends

• High-quality yet affordable products

• Strong marketing and global campaigns

• Wide accessibility for all types of consume