Maybelline is one of the world's most recognized and accessible cosmetics brands, founded in 1915 by Thomas Lyle Williams in Chicago, Illinois. The brand's origin story is rooted in innovation: Williams created the first modern mascara after watching his sister Mabel use a mixture of Vaseline and coal dust to darken her lashes, inspiring both the product and the brand name (a combination of Mabel and Vaseline). Over the following century, Maybelline became synonymous with affordable, trend-driven color cosmetics. Key products include the Great Lash mascara, one of the best-selling mascaras in history, the Fit Me foundation range, SuperStay Matte Ink liquid lipstick, and the Lash Sensational Sky High mascara that went viral on social media. Acquired by L'Oreal in 1996, Maybelline New York positions itself as a mass-market brand delivering runway-inspired looks at drugstore prices. The brand's tagline, 'Maybe she's born with it. Maybe it's Maybelline,' is one of the most iconic slogans in advertising history. Maybelline products are sold in over 120 countries, making it one of the most globally accessible makeup brands available at pharmacies, supermarkets, and mass retailers worldwide.

Beauty & Cosmetics Brands

Maybelline is a leading mass-market cosmetics brand offering affordable, trend-driven makeup including its iconic Great Lash mascara and Fit Me foundation line.