History of Maybelline

 

Here's a summary of the history of Maybelline:

1915: Humble Beginnings

The story of Maybelline begins in 1915, when a young entrepreneur named Thomas Lyle Williams noticed his sister Mabel applying a mixture of Vaseline and coal dust to her eyelashes to give them a darker, fuller appearance. Inspired by her ingenuity, Williams set out to create a better solution using his own chemistry set.

Lash-Brow-Ine and Early Success

Williams's creation, initially called Lash-Brow-Ine, quickly gained popularity among women seeking to enhance their eyelashes. In 1917, he renamed the product Maybelline in honor of his sister and officially founded the Maybelline Company in Chicago, Illinois.

Radio Advertising and Mass Market Appeal

Maybelline became a pioneer in cosmetics advertising, being the first company to utilize radio airwaves to promote its products. This innovative approach significantly expanded the brand's reach and contributed to its growing popularity.

Cake Mascara and Ultra Lash Innovation

In 1932, responding to the increasing demand for Maybelline's mascara, Williams introduced a special 10-cent package of Cake Mascara for retail sale, making it more accessible to a wider audience. This innovation further solidified Maybelline's position as a leader in the cosmetics industry.

Expansion and Global Reach

Throughout the mid-20th century, Maybelline continued to expand its product line and broaden its global presence. In the 1960s, the company introduced Ultra Lash, the first mass-market automatic mascara, further solidifying its reputation for innovation and accessibility.

Acquisition and Continued Growth

In 1967, Maybelline was acquired by Plough Inc., a leading pharmaceutical company. Under Plough's leadership, Maybelline continued to grow and innovate, becoming one of the world's most recognizable and beloved cosmetics brands.

Maybelline Today

Today, Maybelline is a global cosmetics powerhouse, with products sold in over 120 countries. The brand remains committed to its core values of innovation, affordability, and empowering women to express their unique beauty.

Key Milestones in Maybelline's History:

1915: Foundation of the Maybelline Company by Thomas Lyle Williams 1917: Launch of Maybelline Cake Mascara, the first modern eye cosmetic for everyday use 1932: Introduction of a 10-cent package of Cake Mascara for retail sale 1960s: Introduction of Ultra Lash, the first mass-market automatic mascara 1967: Acquisition of Maybelline by Plough Inc. 1996: Launch of Great Lash, Maybelline's most iconic mascara 2001: Acquisition of Maybelline by L'Oréal, one of the world's largest cosmetics companies Present: Maybelline continues to be a global cosmetics leader with a wide range of innovative and affordable products