Happy 100th birthday, Maybelline!


This year, Maybelline New York celebrates 100 years of outstanding beauty!

Take a look at the Maybelline transformation over the years...


It all began with Mabel Williams from Chicago, USA, a woman who wanted to stand out by highlighting her eyes. She created a mixture of coal dust and Vaseline and used it to accentuate her eyelashes and eyebrows. After seeing the results, her brother developed the mixture into a product named Lash-Brow, the first ever mascara. It was sold by mail order. He called his company Maybell Laboratories. With growing popularity the company grew to be known as Maybelline, offering fine sensibly priced make-up, for all women.



1932: Maybelline Eyelash Beautifier was sold for 10c in stores, giving birth to refillable boxes for mascara in varying shades from black to blue in cream and cake textures. Eyeshadow and eyebrow pencils then came into the market.



Television was the next technological revolution, and Maybelline became the first cosmetics company to showcase its make-up adverts on this platform.



1952-1957: Maybelline goes global with stores in Canada and Ecuador. Eyeshadow sticks are launched, as well as fluid eyeliner and automatic mascara. Waterproof mascara with the tagline 'take the shower test’, followed soon after.



1967: Maybelline was sold to Plough Inc, allowing it to grow further and reach a wider market. The well-know Great Lash Mascara was born. The easily identifiable pink and green bottle could be seen on shelves everywhere. It didn’t just thicken lashes, but it also conditioned them. It was available in varying shades of brown, black, blue and dark green.



The era of disco music and Studio 54 saw women wanting to wear heavier

eye make-up. The Maybelline line also included eyelash curlers, fake eyelashes and brow brushes.

1974: The first lip products were launched. Called the kissing stick, kissing koolers and kissing potion, they were made to enhance lips. They were followed by lightweight blushers.



More women wanted shine free make-up, so the shine free oil control make-up line, moisture whip lipstick and eyelash writers were developed, endorsed by the likes of actress Lynda Carter in a campaign that encouraged women power and strength. The slogan of the campaign was “Yes, women can conquer the world and yes, lipstick and mascara will look great when we do”.



The Maybelline slogan changed becoming “Maybe she’s born with it, maybe it’s Maybelline” – a statement developed after the company was brought by Wassertien Perella & Co.

1991: Supermodel Christy Turlington was featured as a spokeswoman in a powerful television campaign. A make-up collection called Shades of You was also launched, designed for women of colour and to reach all markets internationally.

1993: An anti-ageing make-up range was

launched for women over the age of 35.



2004: Maybelline Dream Matte Mouse was launched with a soft creamy formula that left skin matte with a hint of colour.

2008: Color Sensational was launched, bringing back colourful lips.

2010: Mascara was relaunched with Maybelline Volum’ Express the Falsies Big Eyes Mascara. Having come full circle, Maybelline is now available in a variety of shades addressing different skin-care needs. It’s also a sponsor of 11 fashion weeks, including Mercedes- Benz New York Fashion Week.


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