Maybelline
Product brand
UnclaimedA global mass-market cosmetics brand best known for mascara and accessible color cosmetics.
Last updated October 7, 2026
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Overview
Maybelline is an American cosmetics brand based in New York City and owned by the French beauty group L'Oréal. Its origins date to Chicago in 1915, when pharmacist Thomas Lyle Williams developed an eyelash-darkening product after observing his sister Mabel use a homemade mixture of petroleum jelly and coal dust to emphasize her lashes. Williams refined the idea into a commercially produced eye cosmetic and named the company and product Maybelline in honor of Mabel. The brand first built its identity around eye makeup. Its early Lash-Brow-Ine product was followed in 1917 by Maybelline Cake Mascara, a compact cake formula applied with a wet brush. This helped establish Maybelline as an everyday cosmetics company rather than a specialist theatrical-makeup supplier. During the 1960s, the company introduced Ultra Lash, described in reference material as the first mass-market automatic mascara, reinforcing its reputation for making makeup application faster and more convenient for ordinary consumers. Maybelline expanded from mascara into a broad portfolio of color cosmetics, including eyeshadow, eyeliner, brow products, foundation, concealer, powder, blush, lipstick, lip gloss and other complexion and eye products. Products such as Great Lash Mascara, Fit Me Foundation and SuperStay Matte Ink have served as important consumer-facing lines. The brand's commercial proposition combines accessible pricing, wide retail distribution, trend-oriented shades and formulas designed for routine use. Its positioning is particularly associated with affordable beauty that translates runway, celebrity and social-media makeup trends into products sold through mass retailers, drugstores, supermarkets, e-commerce channels and beauty retailers. The business underwent several ownership and operating changes. In 1967, Williams sold the company to Plough Inc., later associated with Schering-Plough. Production was moved from Chicago to Memphis over a single weekend, and the company later relocated its manufacturing operation to Little Rock, Arkansas, in 1975. Schering-Plough sold Maybelline to the investment firm Wasserstein Perella & Co. in 1990. L'Oréal acquired the brand in 1996, after which its headquarters moved to New York City. Manufacturing subsequently moved to Brooklyn in 2000. Marketing has been central to Maybelline's development. The brand used the slogan "Maybelline, Maybelline Ooh La La" from 1981 to 1991 before adopting "Maybe she's born with it, maybe it's Maybelline." The latter became one of the most recognizable advertising taglines associated with a beauty brand. Maybelline has also used a succession of international spokesmodels and localized ambassadors, enabling it to present a broadly global identity while adapting campaigns to individual markets. Its collaborations have extended beyond traditional cosmetics, including a 2019 athleisure-themed collection with Puma and a 2021 limited-edition Marvel collection. Maybelline remains an active L'Oréal brand with an international mass-market presence. Its business continues to focus on color cosmetics, product innovation, celebrity and creator-led marketing, and partnerships intended to connect makeup with fashion, entertainment and popular culture. The brand has also faced criticism concerning animal testing, reflecting the wider regulatory and ethical debates surrounding cosmetics sold in markets where animal testing requirements have historically applied.
History
Maybelline was founded in Chicago in 1915 by pharmacist Thomas Lyle Williams. The founding story centers on Williams's observation of his sister Mabel applying a homemade mixture of petroleum jelly and coal dust to her eyelashes. He used the idea as the basis for a commercially prepared eye cosmetic initially sold as Lash-Brow-Ine. The Maybelline name was derived from Mabel's name and became the identity of the business. In 1917, the company introduced Maybelline Cake Mascara, a compact product applied with a moistened brush. It was promoted as an everyday eye cosmetic and helped move mascara beyond stage and professional use. The company subsequently established an enduring specialization in eye makeup. During the 1960s, Maybelline introduced Ultra Lash, described in the available reference material as an early mass-market automatic mascara. This type of packaging and application innovation helped make mascara more convenient for a broad consumer audience. The company's ownership and manufacturing footprint changed several times. Williams sold Maybelline to Plough Inc. in 1967. Plough, which later became associated with Schering-Plough, moved production from Chicago to Memphis, Tennessee, in a rapid relocation. In 1975, operations moved again, this time to Little Rock, Arkansas. Schering-Plough sold Maybelline to the New York investment firm Wasserstein Perella & Co. in 1990. The brand remained headquartered in Memphis until L'Oréal acquired it in 1996. L'Oréal's acquisition placed Maybelline within one of the world's largest beauty groups and supported a more international operating model. After the acquisition, the headquarters moved to New York City, aligning the brand with the city's fashion, media and advertising environment. Manufacturing later moved to Brooklyn in 2000. Under L'Oréal, Maybelline developed as a globally distributed mass-market brand rather than remaining primarily an American mascara company. Its portfolio broadened into complexion and lip products while retaining a strong eye-makeup identity. Mascara, eyeliner and eyeshadow were joined by foundation, concealer, powder, blush, lipstick, gloss and long-wear lip products. Great Lash became a widely recognized mascara line, while Fit Me addressed complexion products and SuperStay emphasized durable lip and face formulas. The brand's product strategy generally combines accessible prices with claims associated with convenience, coverage, staying power and current makeup trends. Advertising and spokesperson strategy have been important to Maybelline's growth. Lynda Carter became associated with the company as a beauty fashion coordinator and advertising personality after her television career gained prominence. Later representatives included international models, actors, musicians and market-specific ambassadors. The brand used the slogan "Maybelline, Maybelline Ooh La La" during the 1980s and replaced it in 1991 with "Maybe she's born with it, maybe it's Maybelline." The newer slogan became a durable part of the brand's identity and was widely recognized in advertising research. Maybelline has also pursued cultural and commercial partnerships. A 2019 collection with Puma connected makeup with athleisure and included five limited-edition products. A 2021 Marvel collaboration used character-themed packaging and associations with established Maybelline products. In 2025, the brand entered a partnership with WWE as its first official cosmetics partner and presenting partner of the Evolution event. These initiatives illustrate Maybelline's continuing effort to associate everyday cosmetics with fashion, entertainment, sport and popular culture. The brand has not been free from criticism. In 2021, PETA reported that Maybelline tested on animals. Discussion of the issue has involved the differing legal requirements of national cosmetics markets, some of which have historically required or permitted animal testing for products sold there. Maybelline continues to operate as an active L'Oréal brand with a global mass-market focus.
- 2025
WWE partnership is announced
[1]Maybelline becomes WWE's first official cosmetics partner and presenting partner of Evolution.
- 2000
Factory operations move to Brooklyn
[1]The brand's factory operation is moved to Brooklyn after its integration into L'Oréal.
- 1996
L'Oréal acquires Maybelline
[1]Maybelline becomes a subsidiary of L'Oréal, and its headquarters moves to New York City.
- 1990
Maybelline is sold to Wasserstein Perella
[1]Schering-Plough sells Maybelline to the New York investment firm Wasserstein Perella & Co.
- 1975
Manufacturing moves to Little Rock
[1]The company's production operation is relocated from Memphis to Little Rock, Arkansas.
- 1967
Maybelline is sold to Plough
[1]Thomas Lyle Williams sells the company to Plough Inc., which later becomes associated with Schering-Plough.
- 1917
Maybelline Cake Mascara is introduced
[1]The company launches a compact cake mascara intended for regular, everyday use.
- 1915
Maybelline is founded in Chicago
[1]Thomas Lyle Williams establishes the company after developing an eyelash-darkening cosmetic inspired by his sister Mabel.
Products and positioning
Affordable, accessible and trend-led cosmetics for everyday consumers, with broad retail availability and a strong emphasis on eye makeup, complexion products and long-wear formulas.
Mascara · 1917
Maybelline Cake Mascara
Introduced in 1917, Maybelline Cake Mascara was a compact cake formula applied with a moistened brush. It helped establish the brand's early identity as an everyday eye-cosmetics company and represented a move toward convenient home application rather than makeup intended only for stage or professional settings.
Mascara · 1960
Ultra Lash
Introduced during the 1960s, Ultra Lash was an automatic mascara product associated with Maybelline's effort to simplify mascara application. The product supported the brand's reputation for bringing packaging and application innovations to the mass market.
Mascara
Great Lash Mascara
Great Lash is one of Maybelline's best-known mascara lines. It represents the brand's long-running focus on accessible eye makeup and has functioned as a recognizable entry product for consumers seeking an affordable everyday mascara.
Complexion makeup
Fit Me
Fit Me is a complexion range centered on foundation and related face products. The line broadens Maybelline beyond its historic mascara specialization by offering everyday coverage and shade-oriented complexion products at mass-market price points.
Lip color
SuperStay Matte Ink
SuperStay Matte Ink is a long-wear liquid lipstick line built around matte color and extended wear. It is representative of Maybelline's emphasis on performance claims and products designed to remain in place through extended daily use.
Controversies
2021
Animal-testing criticism
PETA reported that Maybelline tested on animals. The criticism formed part of a broader debate about cosmetics testing, particularly where national laws have historically required animal testing or related safety procedures for products sold in certain markets.
Marketing campaigns
- 2025Maybelline and WWE partnership
United States and WWE audience markets
Maybelline became WWE's first official cosmetics partner and the presenting partner of the all-female premium live event Evolution.
Outcome. The partnership positioned Maybelline within sports-entertainment marketing and women's-event programming.
- 2021Maybelline x Marvel
Selected international markets
Maybelline partnered with Marvel on a limited-edition collection that connected Marvel characters with several of Maybelline's established hero products.
Outcome. The collaboration used entertainment licensing and character-led packaging to attract attention to the brand's core products.
- 2019Maybelline X Puma
Selected international markets
Maybelline collaborated with Puma on a five-product limited-edition collection inspired by athleisure and designed to connect makeup with active fashion. Adriana Lima was selected as the collaboration's ambassador.
Outcome. The partnership extended Maybelline's brand presence into fashion and sportswear culture through a limited-edition product range.
- 1991Maybe she's born with it, maybe it's Maybelline
International
Maybelline introduced its best-known modern tagline, linking the appearance of natural beauty with the use of its cosmetics.
Outcome. The tagline became a durable and highly recognizable part of Maybelline's global advertising identity.
- 1981Maybelline, Maybelline Ooh La La
United States and other markets
Maybelline adopted the advertising slogan "Maybelline, Maybelline Ooh La La," using repetition and a playful expression to build brand recognition.
Outcome. The slogan remained in use until 1991.
Brand decisions
2021
Launch of the Marvel limited editionProduct launchBackground
Maybelline used entertainment properties to increase the cultural visibility of established cosmetics lines.
Action taken
The brand introduced a limited-edition collection pairing Marvel characters with selected hero products.
Aftermath
The collection reinforced Maybelline's use of licensed entertainment collaborations in product marketing.
2019
Launch of the Maybelline X Puma collectionProduct launchBackground
The brand sought to connect everyday cosmetics with athleisure and fashion culture.
Action taken
Maybelline and Puma released a five-product limited-edition makeup collection.
Aftermath
The launch broadened Maybelline's collaboration model beyond traditional beauty endorsements.
1996
Acquisition by L'OréalM&ABackground
Maybelline was an established American mass-market cosmetics company with a strong mascara and color-cosmetics identity.
Action taken
L'Oréal acquired Maybelline and integrated it into its international brand portfolio.
Aftermath
The headquarters moved to New York City, manufacturing later moved to Brooklyn, and Maybelline developed as a global L'Oréal mass-market brand.
1990
Sale to Wasserstein Perella & Co.M&ABackground
Schering-Plough divested Maybelline to an investment firm.
Action taken
Wasserstein Perella & Co. acquired the brand.
Aftermath
Maybelline remained an independent portfolio business until its acquisition by L'Oréal six years later.
1967
Sale to Plough Inc.M&ABackground
Maybelline's founder sold the company after more than five decades of independent operation.
Action taken
Plough Inc. acquired Maybelline and subsequently moved its manufacturing base from Chicago to Memphis.
Aftermath
The transaction began a period of corporate ownership and manufacturing relocations that preceded the brand's later acquisition by L'Oréal.
Recent events
Sources4 sources
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