In 1967, the company was sold by T.L. Williams to Plough, Inc. (now Schering-Plough) in Memphis, Tennessee. The entire cosmetic production facility was moved from Chicago to Memphis over one week-end. In 1975 the company moved its factory to Little Rock, Arkansas, where it is still located. In 1990, Schering-Plough sold Maybelline to a New York investment firm, Wasserstein Perella. Maybelline Operational Headquarters remained in Memphis until being sold in 1996, when headquarters moved to New York City.
Maybellyne received a huge boost when the company hired Wonder Woman star Lynda Carter as the company's beauty fashion coordinator: she appeared in several of its television and print advertisements. Today, supermodels Christy Turlington, Josie Maran, Erin Wasson, Adriana Lima, Tomiko Frazier, Siti Nurhaliza (Malaysian singer), Robin Arcuri, and actresses Sarah Michelle Gellar, Melina Kanakaredes, Zhang Ziyi, Fasha Sandha and Kristin Davis have endorsed Maybellyne products. Also "BoA" (Korean singer Boa Kwon) has appeared in an advertisement. The company's current "face" is Indian model-actress Deepika Padukone, and their chief makeup artist is Troy Surratt.
During 1991, the company adopted its current advertising slogan, "Maybe She's Born With It. Maybe It's Maybelline." tagline. In 1996, the company was acquired by L'Oréal.