 | |
| Company type | Subsidiary |
|---|---|
| Industry | Cosmetics |
| Founded | 1915 (111 years ago) (1915) inChicago asThe Maybelline Company[1] |
| Founder | Thomas Lyle Williams |
| Headquarters | Manhattan,New York City, U.S. |
Area served | Worldwide |
Key people | |
| Products |
|
| Parent | L'Oréal |
| Website | maybelline |
Maybelline New York (formerlyThe Maybelline Company andMabelline and Co.),[1] trading as and commonly known as simplyMaybelline (/ˈmeɪbɪliːn/ ⓘMAY-bil-een), is an American multinationalcosmetics,skin care,perfume, andpersonal care company, based inNew York City. Founded inChicago in 1915,[1] it has been a subsidiary of French cosmetics companyL'Oréal since 1996.[4]
The Maybelline Company was founded in Chicago by pharmacistThomas Lyle Williams in 1915. Williams noticed his older sister Mabel applying a mixture ofVaseline 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 her honor. In 1917, the company produced Maybelline CakeMascara, "the first modern eye cosmetic for everyday use", and Ultra Lash, the first mass-market automatic, in the 1960s.[5]
In 1967, the company was sold by Williams to Plough Inc. (now Schering-Plough) inMemphis, Tennessee. The cosmetic production facility was moved fromChicago to Memphis over one weekend. In 1975, the company moved toLittle Rock, Arkansas. In 1990,Schering-Plough sold Maybelline to a New York investment firm,Wasserstein Perella & Co. Maybelline's headquarters remained in Memphis until its acquisition byL'Oréal in 1996. Its headquarters was then moved to New York City in 1996[6] and its factory toBrooklyn in 2000.
Maybelline received a boost when the company hiredLynda Carter as the company's beauty fashion coordinator after hertelevision 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 andKristin Davis have endorsed Maybelline products. The current faces of Maybelline areAdriana Lima,Christy Turlington,Charlotte Kemp Muhl,Emily DiDonato,Erin Wasson,Beatriz Shantal,Tiffany Stratton,Jourdan Dunn,Josephine Skriver,Marloes Horst,Gigi Hadid,ITZY,[7]Liza Soberano,Urassaya Sperbund,Winnie Harlow, DJ Peggy Gou,[8]Kiss of Life andTen (singer) ofNCT.
On March 17, 2025, it was announced thatHey! Say! JUMP'sRyosuke Yamada would be brand ambassador for Maybelline Japan's Super Stay Cream Pact Foundation.[9][10][11] On February 10, 2026, Yamada was announced as Maybelline New York Japan's ambassador. At the event, he revealed images of a new campaign and CM for "Maybelline Super Stay Lumi Matte Liquid Foundation".[12][13][14]
In 1981, the company adopted "Maybelline, Maybelline Ooh La La" as its advertisingslogan,[15] which was used until 1991 when the tagline changed to "Maybe she's born with it, maybe it's Maybelline" (and in some commercials as simply "...Maybe it's Maybelline.").[16] The latter slogan was found to be the most recognizable strapline of the past 150 years byCBS Outdoor.[17]
In 2021,People for the Ethical Treatment of Animals (PETA) reported that Maybelline tested on animals.[18] According to a 2010 report, however, animal testing of products is required by law in some countries to sell cosmetics.[19]
In January 2019, Maybelline collaborated with the German fashion brandPuma for its limited edition collection that was marketed as Maybelline X Puma.[20] It was claimed as the multi-tasking athleisure-inspired collection and consisted of five products.Adriana Lima was chosen as the ambassador for the collaboration.[21][22][23]
In May 2021, Maybelline collaborated with Marvel to create a limited edition that connects Marvel's most iconic characters with the brand's top-selling hero products.[24]
In July 2025, Maybelline was announced asWWE's first official cosmetics partner as well as the presenting partner of WWE's all-femalepremium live eventEvolution held on July 13.[25]
| Subsidiaries |
| ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Former subsidiaries | |||||||||
| International | |
|---|---|
| National | |
