Maybelline
| Company type | Subsidiary |
|---|---|
| Industry | Cosmetics, skincare, fragrances, personal care products |
| Founded | 1 January 1915 in Chicago, United States |
| Founder | Thomas Lyle Williams |
| Headquarters | New York City , United States |
Area served | Global |
| Owner | L'Oréal |
| Parent | L'Oréal |
Maybelline New York (previously known as The Maybelline Company and Mabelline and Co.), operating under the name Maybelline (), is a U.S.-based global enterprise specializing in cosmetics, skincare, fragrances, and personal care products, with its main office located in New York City. Established in Chicago in 1915 by pharmacist Thomas Lyle Williams, it has been owned by the French beauty conglomerate L'Oréal since 1996.
History
The inception of The Maybelline Company traces back to Thomas Lyle Williams, who was inspired by his sister Mabel’s use of a homemade blend of Vaseline and coal dust to enhance her eyelashes. This idea evolved into Lash-Brow-Ine, which was eventually renamed Maybelline to honor Mabel. In 1917, the company introduced Maybelline Cake Mascara, regarded as the first modern eye cosmetic intended for daily wear. During the 1960s, it launched Ultra Lash, recognized as the first automatic mascara available on a mass scale.
In 1967, Williams sold the company to Plough Inc. (now Schering-Plough), leading to a shift in production from Chicago to Memphis. By 1975, the headquarters had relocated to Little Rock, Arkansas. Schering-Plough divested Maybelline to Wasserstein Perella & Co., an investment firm, in 1990; the headquarters remained in Memphis until L'Oréal acquired the brand in 1996. Following this acquisition, Maybelline’s headquarters were moved to New York City and manufacturing operations transitioned to Brooklyn by the year 2000.
Spokesmodels
Maybelline rose to greater visibility through its association with Lynda Carter, who joined as a beauty fashion coordinator after concluding her role in the Wonder Woman television show; she also appeared in the brand’s advertisements.
Among its notable endorsers have been Josie Maran, Miranda Kerr, Sarah Michelle Gellar, Zhang Ziyi, Sheetal Mallar, and Kristin Davis. The current roster of Maybelline ambassadors includes Adriana Lima, Christy Turlington, Emily DiDonato, Beatriz Shantal, Jourdan Dunn, Josephine Skriver, Gigi Hadid, ITZY, DJ Peggy Gou, and Kiss of Life.
Slogans
The brand adopted the slogan "Maybelline, Maybelline Ooh La La" in 1981, which remained until 1991 when it was replaced by "Maybe she's born with it, maybe it's Maybelline." This phrase was later abbreviated to "...Maybe it's Maybelline," becoming one of the most iconic taglines in advertising history.
Criticism
In 2021, People for the Ethical Treatment of Animals (PETA) reported that Maybelline engaged in animal testing practices. Nevertheless, certain countries mandate animal testing for cosmetics as a legal requirement for market approval, as highlighted in a report from 2010.
Collaborations
In January 2019, Maybelline collaborated with German athletic fashion brand Puma to release a limited edition collection named Maybelline X Puma. This range featured five products inspired by athleisure trends and was fronted by ambassador Adriana Lima.
In May 2021, the company unveiled a special makeup collection developed in partnership with Marvel, combining Marvel’s legendary characters with some of Maybelline’s top-selling items.
By July 2025, Maybelline became the first official cosmetics partner of WWE and served as the presenting sponsor for WWE's all-female premium live event Evolution, held on July 13.