Maybelline is a brand all of us grew up with. Many of us started using make-up with Maybelline as it’s a good quality drugstore brand that is highly affordable even on a student budget. The choices the brand offers are endless and they are constantly bringing us innovative products. I’d go so far to say that some of the products are on par with more premium brands and this is a brand that will surely go on for another century and beyond. This is The Maybelline Story.

HOW IT ALL STARTED

Almost a century ago, Mabel Williams from Chicago fell in love with a young man named Chet Hewes. But the dashing Chet had his heart set on someone else. Desperate for Chet’s attention, Mabel attempted to darken her gaze by applying soot from a oil lamp on her eyelashes.

Mabel’s younger brother Thomas L. Williams, a Chicago pharmacist, decided to help her capture the heart of the man she loved. He concocted a lash darkener by mixing Vaseline and carbon dust. This is how the first mascara was born!

A year later, Mabel and Chet were married and the rest is cosmetics history.

THE BIRTH OF MAYBELLINE

Two years later, in 1915, T.L. Williams founded his cosmetics company and named it Maybelline. The name was derived from his sister’s name Mabel, and Vaseline.

Mabel + Vaseline = Maybelline

Maybelline first started as a mail order business and drove sales by using advertising. The Maybelline promise was simple yet powerful : “Fine Makeup, Sensibly Priced”.

BY THE 1930s, MAYBELLINE WAS ALL ABOUT EYES

Maybelline created the first eyebrow pencil.

Maybelline created the first eye shadow.

In 1932, Maybelline started selling its cake mascara in a variety of stores. At the time, one mascara cost ¢10.

THE FIRST AUTOMATIC MASCARA

In the 1960s, Maybelline revolutionized the cosmetic market and launched the first automatic mascara!

In 1971. Great Lash was born. By 2000, Great Lash was sold every 1.2 seconds.

1970s and 1980s

Maybelline branches into face, lip and nail!

THE MAYBELLINE MOTTO

“Maybe She’s Born with It, Maybe It’s Maybelline”

-1991-

1996 : L’OREAL ACQUIRES MAYBELLINE

And keeps giving us more great products which we can’t do without.