Maybelline

Maybelline New York, a significant name in the global cosmetics industry, traces its origins back to Chicago in 1915. Thomas Lyle Williams founded the company, inspired by his sister Maybel's wish for darker lashes. His initial product was a cake mascara crafted from petroleum jelly and coal dust, sold through mail order. The brand's name itself is a blend of "Maybel" and "vaseline." By the 1920s, Maybelline had expanded its offerings to include eyeliners and eyeshadows, establishing an early presence in the eye makeup market.

The company underwent several ownership changes throughout the 20th century. It was acquired by Plough, Inc. in 1967 and later by its CEO Joseph Rubenstein and an investment group in 1984. A pivotal moment arrived in 1996 when French cosmetics leader L'Oréal purchased Maybelline. Under L'Oréal's stewardship, Maybelline has seen considerable global growth and continuous product innovation, reinforcing its status as a leading mass-market beauty brand.[edit]