Maybelline

Maybelline ad 1920

Maybelline LLC, branded as Maybelline New York, is an American cosmetics company founded in New York City in 1915 by entrepreneur Thomas Lyle Williams. It is one of the world's leading cosmetics brands, offering a wide range of products including makeup, skin care, and perfume. The brand is currently a subsidiary of French cosmetics giant L'Oréal, which acquired it in 1996.

History

The inception of Maybelline can be traced back to a simple incident when Williams noticed his sister Mabel applying a mixture of Vaseline and coal dust to her eyelashes to make them appear fuller. Inspired, Williams created a product called Lash-Brow-Ine, the precursor to what would eventually become Maybelline's first product, a cake mascara. The company was officially founded in 1915 and was named Maybelline, a combination of his sister's name, Mabel, and Vaseline.

Throughout the decades, Maybelline has been at the forefront of introducing innovative products to the market. In 1971, it launched the first waterproof mascara, and in the 1990s, it became one of the first cosmetics companies to feature models of different ethnicities in its advertising campaigns.

Products

Maybelline offers a wide range of cosmetics products, including but not limited to:

• Mascara: Maybelline is perhaps best known for its mascaras, such as the Great Lash mascara, which has become an iconic product since its launch in 1971.
• Foundation: Offering a variety of formulations and shades to suit different skin types and tones.
• Lipstick, lip gloss, and lip balm: With a vast array of colors and finishes.
• Eyeliner, eyeshadow, and brow products: To enhance the eyes and eyebrows.
• Nail polish: Providing a range of colors and finishes.

Marketing and Influence

Maybelline is renowned for its innovative and inclusive marketing strategies. It has employed numerous famous faces as brand ambassadors, including supermodels Christy Turlington, Gigi Hadid, and actress Zendaya. The brand's slogan, "Maybe she's born with it. Maybe it's Maybelline," is one of the most recognizable in the beauty industry.

Acquisition by L'Oréal

In 1996, Maybelline was acquired by L'Oréal for a sum of $758 million. This acquisition allowed Maybelline to expand its global presence, benefiting from L'Oréal's extensive distribution channels.

Social Responsibility

Maybelline has been involved in various social responsibility initiatives, focusing on women's empowerment and environmental sustainability. The brand has made efforts to reduce its environmental footprint by improving the sustainability of its packaging and supporting various charitable organizations.

Controversies

Like many cosmetics brands, Maybelline has faced its share of controversies, including criticism over certain advertising campaigns and concerns regarding the environmental and health impacts of some cosmetic ingredients. The brand has taken steps to address these issues by reformulating products and being more transparent in its marketing.

See Also

• Cosmetics industry
• L'Oréal
• Beauty standards

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