he Maybelline Company was founded in Chicago by pharmacist 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 her honor. In 1917, the company produced
Maybelline Cake Mascara, "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) in Memphis,
Tennessee. The cosmetic production facility was moved from Chicago to Memphis over one
weekend. In 1975, the company moved 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's headquarters remained in Memphis until its acquisition by L'Oréal in 1996. Its
headquarters was then moved to New York City in 1996[6] and its factory to Brooklyn in 2000.

Spokesmodels[edit]
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, Charlotte Kemp Muhl, Emily DiDonato, Erin Wasson, Beatriz Shantal, Jourdan
Dunn, Josephine Skriver, Marloes Horst, Gigi Hadid, ITZY,[7] Liza Soberano, Urassaya
Sperbund and Winnie Harlow.
Maybelline has also partnered with influencers including Dylan Mulvaney and Ryan Vita.[8]

Slogans[edit]
In 1981, the company adopted "Maybelline, Maybelline Ooh La La" as its advertising slogan,[9] which
was used until 1991 when the tagline changed to "Maybe she's born with it, maybe it's Maybelline".
[10]
The latter slogan was found to be the most recognizable strapline of the past 150 years
by CBS Outdoor.[11]

Criticism[edit]
In 1989, L'Oréal ceased to use animal testing in finished products before launch and committed to
developing alternative methods.[12] According to a 2010 report, however, animal testing of products is
required by law in some countries to sell cosmetics.[13] In 2021, People for the Ethical Treatment of
Animals (PETA) reported that Maybelline tested on animals.[14]

Collaborations[edit]
In January 2019, Maybelline collaborated with the German fashion brand Puma for its limited edition
collection that was marketed as Maybelline X Puma.[15] 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.[16][17][18]
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.[19