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Maybelline New York
Company typeSubsidiary
Founded1914; 110 years ago (1914) in Chicago as The Maybelline Company[1]
FounderThomas Lyle Williams
HeadquartersManhattan, New York City, U.S.
Area served
Key people
  • Trisha Ayyagari
  • (President, Global),[2]
  • Amy Whang
  • (President, US)[3]
  • cosmetics
  • skincare
  • perfume
  • personal care

Maybelline New York (formerly The Maybelline Company and Mabelline and Co.[1]), trading as Maybelline (/ˈmbɪˌln/ MAY-bih-leen), is an American multinational cosmetics, skin care, perfume, and personal care company, based in New York City. It was founded in Chicago in 1914,[1] and has been a subsidiary of French cosmetics company L'Oréal since 1996.[4]


1920 ad for Maybelline.

The Maybelline Company was founded in Chicago by pharmacist 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 called Lash-Brow-Ine.

Williams renamed his eye beautifier Maybelline in her honor. In 1917, the company produced Maybelline Cake Mascara, "the first modern eye cosmetic for everyday use", and Ultra Lash, the first mass-market automatic, in the 1960s.[5]

In 1967, the company was sold by Williams to Plough Inc. (now Schering-Plough) in Memphis, Tennessee. The cosmetic production facility was moved from Chicago to Memphis over one weekend. In 1975, the company moved to Little Rock, Arkansa. In 1990, Schering-Plough sold Maybelline to a New York investment firm, Wasserstein Perella & Co. Maybelline's headquarters remained in Memphis until its acquisition by L'Oréal in 1996. Its headquarters was then moved to New York City in 1996[6] and its factory to Brooklyn in 2000.



Maybelline received a boost when the company hired Lynda Carter as the company's beauty fashion coordinator after her television series ended; she also appeared in several of its television and print advertisements.

Josie Maran, Miranda Kerr, Sarah Michelle Gellar, Melina Kanakaredes, Zhang Ziyi, Siti Nurhaliza, Fasha Sandha, Sheetal Mallar, Julia Stegner, Jessica White and Kristin Davis have endorsed Maybelline products. The current faces of Maybelline are Adriana Lima, Christy Turlington, Charlotte Kemp Muhl, Emily DiDonato, Erin Wasson, Beatriz Shantal, Jourdan Dunn, Josephine Skriver, Marloes Horst, Gigi Hadid, ITZY,[7] Liza Soberano, Urassaya Sperbund, Winnie Harlow, DJ Peggy Gou,[8] Kiss of Life and Ten (singer) of NCT.

Maybelline has also partnered with influencers including Dylan Mulvaney and Ryan Vita.[9]



In 1981, the company adopted "Maybelline, Maybelline Ooh La La" as its advertising slogan,[10] which was used until 1991 when the tagline changed to "Maybe she's born with it, maybe it's Maybelline".[11] The latter slogan was found to be the most recognizable strapline of the past 150 years by CBS Outdoor.[12]



In 1989, L'Oréal ceased to use animal testing in finished products before launch and committed to developing alternative methods.[13] According to a 2010 report, however, animal testing of products is required by law in some countries to sell cosmetics.[14] In 2021, People for the Ethical Treatment of Animals (PETA) reported that Maybelline tested on animals.[15]



In January 2019, Maybelline collaborated with the German fashion brand Puma for its limited edition collection that was marketed as Maybelline X Puma.[16] It was claimed as the multi-tasking athleisure-inspired collection and consisted of five products. Adriana Lima was chosen as the ambassador for the collaboration.[17][18][19]

In May 2021, Maybelline collaborated with Marvel to create a limited edition that connects Marvel's most iconic characters with the brand's top-selling hero products.[20]


  1. ^ a b c Wilson, Sheena; Carlson, Adam; Szeman, Imre (2017). Petrocultures: Oil, Politics, Culture. McGill-Queen's Press – MQUP. p. 110. ISBN 978-0-7735-5040-7. Retrieved 28 July 2017.
  2. ^ "Maybelline advertising & marketing assignments". adbrands.net.
  3. ^ "L'Oréal Appoints Amy Whang President of Maybelline New York, Garnier and Essie for the US". loreal.com. Retrieved 2023-07-31.
  4. ^ "L'Oreal Profile - NYJobSource.com". nyjobsource.com. Archived from the original on 2019-04-07. Retrieved 2007-12-20.
  5. ^ "Cosmetics and Skin Maybelline". Cosmetics and skin. Retrieved 8 February 2013.
  6. ^ "Maybelline India Strategy". Archived from the original on 2010-05-09.{{cite web}}: CS1 maint: unfit URL (link)
  7. ^ Maybelline Contracts SS12. models.com. Retrieved 2012-07-19.
  8. ^ "Maybelline New York hires DJ Peggy Gou as global ambassador". Cosmetics Business. Retrieved 4 June 2024.
  9. ^ Maybelline's partnership with bearded influencer draws mockery, outrage: 'Maybe he's born with it?'
  10. ^ "Maybelline New York - L'Oréal Group - Consumer Products Division". www.loreal.com. Retrieved 2023-01-28.
  11. ^ "Maybelline Unveils New Tagline - Make It Happen!". April 19, 2016.
  12. ^ "Maybelline's "Maybe She's Born With It" strapline 'most recognisable'". Marketing Week. 2013-09-16. Retrieved 2021-06-29.
  13. ^ sustainabledevelopment.loreal. [Retrieved 2012-01-10]
  14. ^ Sustainable development report 2010 Archived 2012-01-21 at the Wayback Machine [Retrieved 2012-01-10]
  15. ^ "Is Maybelline (L'Oreal) Cruelty-Free?". Beauty Without Bunnies - PETA. Retrieved 2 December 2021.
  16. ^ Miller, Caitlin. "First Look: Puma x Maybelline's New Collab". Influenster.
  17. ^ Sciarretto, Amy. "Maybelline Just Made A Makeup Line With Puma That Will Keep Up With Your Grind". Bustle. Retrieved 2019-04-02.
  18. ^ Robin, Marci (17 January 2019). "The Puma x Maybelline Collection Makes Me Want to Wear Dark Lipstick to the Gym". Allure.
  19. ^ Cacciatore, Bella (11 March 2019). "This Is What a Supermodel Keeps in Her Gym Bag". Glamour.
  20. ^ "Maybelline Launches Makeup Collection with Marvel". HAPPI. Retrieved 2022-03-07.