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From a small, family-owned business to the number one cosmetics company in America, Maybelline New York takes trends from the catwalk to the sidewalk, empowering women to make a statement, explore new looks, and flaunt their own creativity and individuality.


History. 1920 ad for Maybelline. The Maybelline Company was created by a 19-year-old entrepreneur named Thomas Lyle Williams in 1915. Williams noticed his older sister Mabel applying a mixture of Vaseline and coal dust to her eyelashes to give them a darker, fuller look. He adapted it with a chemistry set and produced a product sold locally ...


Maybelline indulged the experimenter (and closet weirdo) in us by releasing Maybelline The Colossal Spider Effect Mascara. Despite not being available to the masses just yet, (it’s out June 2016), the mascara made a not-so-quiet debut in October of 2015 at the Jason Wu fashion show for New York Fashion Week.


Museum Artifact: Maybelline Mascara, c. 1940s Made By: Maybelline Co. Distr., 5900 N. Ridge Ave., Chicago, IL [Edgewater] When the company now known as Maybelline New York marked its 100th anniversary in 2015, the celebration was—much like that patently unnecessary name change—almost suspiciously disconnected from the real history of a business born, built, and largely defined in Chicago.


Company History(Background) of Maybelline New York The Maybelline Company was created by New York chemist T.L. Williams in 1995. And then in his early 20s, noticed his younger sister applying a mixture of Vaseline with coal.


The Maybelline Company went on to widen their range of eye cosmetics in the following years, until 1967 when Williams sold the company to Plough, Inc in Memphis, Tennessee. The Maybelline Company was sold again in 1990 to Wassertein Perella & Co. It’s currently based in New York.


From Los Angeles, Tom Lyle sought new stars to model Maybelline cosmetics, while his brother Noel and ad man “Rags” Ragland ran the company from Chicago. In late 1950, Maybelline—by now the world’s largest private cosmetics company—was threatened by the specter of a government investigation under a new anti-monopoly law.


Maybelline New York is the world’s leading cosmetics brand, available in over 100 countries. By combining technologically advanced formulations with on-trend expertise and New York City edge, Maybelline New York’s mission is to offer innovative, accessible, and effortless cosmetics for every woman.


The rise of Maybelline from a small mail-order firm to a global cosmetics business is impressive. Despite the fact that the company is now called Maybelline New York, its early fortunes, like those of Max Factor and the Westmore Brothers, were tied with the growing motion picture business in California.


Perhaps using coal dust or some other readily available darkening agent, she applied the mixture to her eyelashes for a date. Her brother, Thomas Lyle Williams, was intrigued by her method and decided to add Vaseline in the mixture, notes a Maybelline company history.