From Wikipedia, the free encyclopedia
Jump to navigation Jump to search
Wholly owned subsidiary
Founded1915; 104 years ago (1915)
FounderThomas Lyle Williams
HeadquartersNew York City, New York, United States
Area served
Key people
  • Leonardo Chavez, President (Global)[1]
  • David Greenberg, President (US)[2]

Maybelline LLC, branded as Maybelline New York, is a major American makeup brand sold worldwide and a subsidiary of French cosmetics company L'Oréal.[3]


1920 ad for Maybelline.

The Maybelline Company was created by a 19-year-old entrepreneur named 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 honor of the sister who gave him the idea. In 1917 the company produced Maybelline Cake Mascara, "the first modern eye cosmetic for everyday use" and Ultra Lash in the 1960s, which was the first mass-market automatic.[4]

In 1967, the company was sold by Williams to Plough, Inc. (now Schering-Plough) in Memphis, Tennessee. The entire cosmetic production facility was moved from Chicago to Memphis over one week-end. In 1975, the company moved its factory to Little Rock, Arkansas, where it is still located. In 1990, Schering-Plough sold Maybelline to a New York investment firm, Wasserstein Perella & Co. Maybelline Operational Headquarters remained in Memphis until being sold in 1996, when headquarters moved to New York City. The makeup factory moved to Brooklyn in 2000.[5]

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, Kemp Muhl, Emily DiDonato, Beatriz Shantal, Jourdan Dunn, Gigi Hadid[6] Liza Soberano and Urassaya Sperbund. In 1991, the company adopted its advertising slogan “(Maybe she's born with it.) Maybe it's Maybelline.”[7] which is still used today. The company was acquired by L'Oréal in 1996. Acquiring Maybelline gave L'Oréal access to mass markets in cosmetics.


There is reasonable evidence that claims that Maybelline products were tested on animals are not wholly unfounded.[8][9] During 1989 L'Oreal ceased to test finished products prior to their launch on the market and has committed to developing alternative methods.[10] Although according to a 2010 report, it is required by law in some countries to continue with animal testing.[11] The company has made a commitment to "work with the authorities in these countries and sharing knowledge about alternative testing methods". According to their website, L’Oréal no longer officially tests on animals any of its products or any of its ingredients, anywhere in the world. Nor does L’Oréal delegate this task to others. An exception could only be made if regulatory authorities demanded it for safety or regulatory purposes.[12]


  1. ^ Bazilian, Emma (30 March 2015). "Millennial Models Like Gigi Hadid, Fueled by Social, Are Hitting the Fashion Stratosphere". AdWeek. Retrieved 1 January 2017. Leonardo Chavez, Maybelline's global brand president.
  2. ^ "Company Overview of Maybelline LLC". BusinessWeek. Archived from the original on October 16, 2014. Retrieved October 16, 2014.
  3. ^ L'Oreal Profile - NYJobSourse
  4. ^ "Cosmetics and Skin Maybelline". Cosmetics and skin. Retrieved 8 February 2013.
  5. ^ Archived 2010-05-09 at the Wayback Machine
  6. ^ Maybelline Contracts SS12. Retrieved 2012-07-19.
  7. ^ Lowe and Partners (STUART ELLIOTT September 5, 1991 - © 2011 The New York Times Company ) [Retrieved 2012-01-10]
  8. ^ People for the Ethical Treatment of Animals - 501 Front St. - Norfolk, VA. 23510 - 757-622-PETA (7382) e-mail : [Retrieved 2012-01-10]
  9. ^ Maybelline Animal Testing Policy Archived 2011-12-13 at the Wayback Machine
  10. ^ sustainabledevelopment.loreal. [Retrieved 2012-01-10]
  11. ^ Sustainable development report 2010 Archived 2012-01-21 at the Wayback Machine [Retrieved 2012-01-10]
  12. ^ "The Question of Animal Testing". L'Oréal.

External links[edit]