Maybelline

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.

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.

1. 2025WWE partnership is announced

   Maybelline becomes WWE's first official cosmetics partner and presenting partner of Evolution.

   Source
2. 2000Factory operations move to Brooklyn

   The brand's factory operation is moved to Brooklyn after its integration into L'Oréal.

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3. 1996L'Oréal acquires Maybelline

   Maybelline becomes a subsidiary of L'Oréal, and its headquarters moves to New York City.

   Source
4. 1990Maybelline is sold to Wasserstein Perella

   Schering-Plough sells Maybelline to the New York investment firm Wasserstein Perella & Co.

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5. 1975Manufacturing moves to Little Rock

   The company's production operation is relocated from Memphis to Little Rock, Arkansas.

   Source
6. 1967Maybelline is sold to Plough

   Thomas Lyle Williams sells the company to Plough Inc., which later becomes associated with Schering-Plough.

   Source
7. 1917Maybelline Cake Mascara is introduced

   The company launches a compact cake mascara intended for regular, everyday use.

   Source
8. 1915Maybelline is founded in Chicago

   Thomas Lyle Williams establishes the company after developing an eyelash-darkening cosmetic inspired by his sister Mabel.

   Source

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.

• Maybelline Cake MascaraMascara1917

  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.

• Ultra LashMascara1960

  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.

• Great Lash MascaraMascara

  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.

• Fit MeComplexion makeup

  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.

• SuperStay Matte InkLip color

  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.

• 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.

  Source
• 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.

  Source
• 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.

  Source
• 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.

  Source
• 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.

  Source

• 2021Launch of the Marvel limited editionProduct launch

  Maybelline used entertainment properties to increase the cultural visibility of established cosmetics lines.

  What changed. 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.

  Source
• 2019Launch of the Maybelline X Puma collectionProduct launch

  The brand sought to connect everyday cosmetics with athleisure and fashion culture.

  What changed. Maybelline and Puma released a five-product limited-edition makeup collection.

  Aftermath. The launch broadened Maybelline's collaboration model beyond traditional beauty endorsements.

  Source
• 1996Acquisition by L'OréalM&A

  Maybelline was an established American mass-market cosmetics company with a strong mascara and color-cosmetics identity.

  What changed. 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.

  Source
• 1990Sale to Wasserstein Perella & Co.M&A

  Schering-Plough divested Maybelline to an investment firm.

  What changed. Wasserstein Perella & Co. acquired the brand.

  Aftermath. Maybelline remained an independent portfolio business until its acquisition by L'Oréal six years later.

  Source
• 1967Sale to Plough Inc.M&A

  Maybelline's founder sold the company after more than five decades of independent operation.

  What changed. 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.

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• 2021Animal-testing criticismControversy

  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.

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• 2026Maybelline promotes Sky High Mascara through “Record Breakers Go Sky High”

  The digital and social campaign featured Aisha Bowe, Alex Aster and Ilona Maher and was scheduled to extend into streaming media.

  CampaignProduct launch
  Source
• 2026Ryosuke Yamada named Maybelline Japan ambassador

  Maybelline Japan announced Hey! Say! JUMP member Ryosuke Yamada as a Japan ambassador and used the appointment to promote refreshed Super Stay Lumi Matte Liquid Foundation communications.

  CampaignLeadership changeProduct launch
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• 2025Maybelline Japan appoints Ryosuke Yamada as an ambassador

  Maybelline Japan announced Hey! Say! JUMP member Ryosuke Yamada as a brand ambassador for its Super Stay Cream Pact Foundation.

  CampaignLeadership change
  Source
• 2025Maybelline becomes WWE's official cosmetics partner

  Maybelline was announced as WWE's first official cosmetics partner and as presenting partner of the all-female premium live event Evolution scheduled for July 13, 2025.

  CampaignOther
  Source
• 2025Maybelline launches the “Face the Difference” AAPI representation campaign

  Maybelline partnered with Bustle Digital Group and Gold House on a campaign presenting AAPI talent and perspectives during AAPI Heritage Month.

  Campaign
  Source
• 2025Maybelline becomes WWE's first official cosmetics partner

  The partnership made Maybelline the official cosmetics partner of WWE and included presenting-partner rights for the Evolution women's event.

  CampaignOther
  Source
• 2024Maybelline revives and modernizes its “Maybe It's Maybelline” jingle

  The brand reworked its long-running advertising melody for contemporary social and digital media, featuring Gigi Hadid, Storm Reid, Peggy Gou and Shay Mitchell.

  CampaignOther
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• 2024Maybelline partnered with TikTok creators in a three-week Israeli campaign

  A campaign in Israel used beauty creators and TikTok advertising formats to promote mascara, matte liquid lipstick and concealer. The reported case study described reach, engagement and sales improvements, although the figures were supplied by a marketing case-study publisher rather than an audited company filing.

  CampaignProduct launch
  Source
• 2024Maybelline refreshes “Maybe It's Maybelline” for social media

  The brand revived and adapted its long-running jingle for a TikTok-oriented campaign featuring Gigi Hadid, Storm Reid, Peggy Gou and Shay Mitchell, with messaging centered on New York, inclusivity and self-expression.

  Campaign
  Source
• 2023Maybelline launches a collaboration with M&M'S

  The Japanese business introduced a limited M&M'S-themed collection and a purchase-linked promotional gift program.

  CampaignProduct launch
  Source
• 2023Wang Hedi appointed Maybelline New York global ambassador

  Maybelline announced Chinese actor Wang Hedi as a global ambassador in January 2023 in a campaign centered on expressive eye makeup and the brand's long-wear eyeliner positioning.

  CampaignLeadership change
  Source
• 2022Maybelline shifts Chinese distribution toward online-only sales

  The brand announced a transition away from approximately 10,000 Chinese physical outlets toward e-commerce, while adapting to changing consumers and stronger domestic beauty competition.

  Other
  Source
• 2022Maybelline reported to be withdrawing from most Chinese offline stores

  Media reports said the brand was closing its remaining standalone shopping-center stores in China and retaining selected counters, following earlier withdrawals from department stores and supermarkets. The company described the move as a strategic shift toward integrated online and offline experiences.

  Other
  Source
• 2022Maybelline's Chinese retail retrenchment drew attention to changing makeup channels

  Coverage linked the brand's channel contraction to the rise of e-commerce, domestic color-cosmetics brands and changing consumer preferences. The reports presented the development as a business and distribution challenge, not a scandal.

  Other
  Source
• 2022Maybelline introduced the Hyper Easy eyeliner in China

  Trade coverage reported that the eyeliner reached the top position in a Tmall eyeliner category during its launch month, as part of the brand's effort to refresh its assortment and engage younger online consumers.

  Product launchProduct generation
  Source
• 2022Maybelline announced the closure of its remaining offline stores in mainland China

  The brand announced in July 2022 that it would close its remaining physical stores in mainland China. The move was described in supplied reference material as a channel shift toward online retail, not a confirmed exit from the Chinese market.

  Other
  Source
• 2022Maybelline partnered with ITZY for a Double 11 campaign

  The brand worked with K-pop group ITZY on a promotional campaign connected with China's Double 11 shopping period.

  Campaign
  Source
• 2021Maybelline launches a Marvel collaboration

  Maybelline partnered with Marvel on a limited-edition range linking Marvel characters with several of the cosmetics brand's established hero products.

  CampaignProduct launch
  Source
• 2021Maybelline partners with Japanese fashion label Furifu

  The collaboration combined Japanese traditional-inspired styling with Maybelline's New York identity and featured a summer makeup campaign across retail, web and social channels.

  Campaign
  Source
• 2019Maybelline collaborates with Puma on a limited-edition makeup collection

  The Maybelline X Puma collection combined color cosmetics with an athleisure-oriented concept and included five products. Adriana Lima served as the collaboration's ambassador.

  CampaignProduct launch
  Source
• 2019Maybelline Japan uses TikTok to broaden its audience

  A Japanese campaign for a waterproof curling mascara used TikTok in-feed advertising, creator-led content and brand-lift measurement to reach younger digital-native consumers.

  CampaignProduct launch
  Source
• 2014G.E.M. promoted Maybelline's light lipstick launch

  Maybelline partnered with Hong Kong singer G.E.M. for the launch of a light lipstick product. Supplied campaign material reported strong early sales through the brand's Tmall flagship store, but no independently verified financial figure is included here.

  CampaignProduct launch
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• 1996Maybelline is acquired by L'Oréal

  L'Oréal acquired Maybelline from Wasserstein Perella & Co., making the American cosmetics brand part of the French group's international portfolio.

  M&A
  Source
• 1996L'Oréal recommends acquisition of Maybelline after bidding competition

  Maybelline recommended that shareholders accept L'Oréal's increased acquisition offer. The proposed transaction followed interest from Joh. A. Benckiser and was presented as strategically attractive because of Maybelline's strength in drugstore and discount retail.

  M&A
  Source
• 1996L'Oréal completes Maybelline acquisition

  L'Oréal acquired control of Maybelline, after a bidding process involving Joh. A. Benckiser, and the former public company was subsequently removed from the New York Stock Exchange.

  M&A
  Source
• 1995L'Oréal agrees to acquire Maybelline

  L'Oréal announced an agreement to acquire Maybelline in a cash transaction intended to strengthen its position in the United States mass-market cosmetics segment.

  M&A
  Source
• Maybelline New York partnered with M&M's for a color-focused collaboration

  The collaboration combined limited-edition makeup, shared color imagery, social content and experiential retail. It was designed to make the brand more relevant to younger consumers through playful packaging and online-offline activation.

  CampaignProduct launch
  Source
• Lash Sensational Sky High becomes a major global launch

  L'Oréal described Sky High mascara as a consumer-insight-led launch built around a flexible brush, accessible pricing and inclusive communication; the product became a sell-out success across multiple continents according to the company's case study.

  Product launchCampaignProduct generation
  Source

1. Maybelline New York
2. Maybelline official website
3. Maybelline promotes Sky High Mascara through “Record Breakers Go Sky High”
4. Ryosuke Yamada named Maybelline Japan ambassador
5. Maybelline launches the “Face the Difference” AAPI representation campaign
6. Maybelline becomes WWE's first official cosmetics partner
7. Maybelline revives and modernizes its “Maybe It's Maybelline” jingle
8. Maybelline partnered with TikTok creators in a three-week Israeli campaign
9. Maybelline refreshes “Maybe It's Maybelline” for social media
10. Maybelline launches a collaboration with M&M'S
11. Wang Hedi appointed Maybelline New York global ambassador
12. Maybelline shifts Chinese distribution toward online-only sales
13. Maybelline reported to be withdrawing from most Chinese offline stores
14. Maybelline's Chinese retail retrenchment drew attention to changing makeup channels
15. Maybelline introduced the Hyper Easy eyeliner in China
16. Maybelline announced the closure of its remaining offline stores in mainland China
17. Maybelline partnered with ITZY for a Double 11 campaign
18. Maybelline partners with Japanese fashion label Furifu
19. Maybelline Japan uses TikTok to broaden its audience
20. L'Oréal recommends acquisition of Maybelline after bidding competition
21. L'Oréal completes Maybelline acquisition
22. L'Oréal agrees to acquire Maybelline
23. Maybelline New York partnered with M&M's for a color-focused collaboration
24. Lash Sensational Sky High becomes a major global launch