The Maybelline Company was founded in 1915 in Illinois by the chemist T.L. Williams.
The company Maybelline was named after his oldest sister Mabel. This woman came out with the unique idea to produce a user-friendly product to darken eyelashes and to sell it on a commercial basis. She was sure that mascara invented by her brother to help her in love affairs could save lives of hundreds of women.
Its first product Maybelline Cake Mascara was introduced in 1917 and became the first ever-produced modern eye cosmetic for daily use. It was made of two ingredients - Vaseline jelly and coal dust. Besides, it is interesting to know that the name Maybelline is the combination of two words - Mabel and Vaseline.
Originally, Cake mascara could not be found at stores and was advertised in magazines and sold exclusively by mail. Soon it became so popular with consumers that women started clamoring for it in drug stores. Maybelline's first eye shadow line was launched in 1920 resulting in a rising reputation, but real success came only in September 1932 when Cake mascara first appeared in variety stores and a package of mascara was sold at a special 10-cent price. Since then Maybelline has become a legend.
In the 1960s, Maybelline celebrated its own mini-revolution - the introduction of a waterproof Ultra Lash - the first mass-market automatic mascara. It was in 1967 when T.L. Williams sold his company and today Maybelline works as a separate division within L'Oreal USA, Inc.
The 1970s were noted for creation of foundation creams, lip and nail lines, but the most important event for the company's success that took place during that period was the introduction of Great Lash, a water-based mascara that is now America's hottest cosmetic product. The company keeps its magic formula in secret and the reasons for this measure are obvious.
In the heyday of glory Maybelline introduced the Express Collection including Lip Express, a lipstick and liner in one; Volum' Express Mascara; Liner Express for eyes and Express 3 in 1 foundation.
Nowadays, Maybelline products can be bought at practically every large American mass-market retailer including drugstores, discount stores, supermarkets and cosmetics specialty stores. Besides, this company production is available in more than 70 countries all over the world, including the UK.
The name Maybelline is overall associated with color, style and innovation. Being leader in the beauty industry, Maybelline designs fashionable color trends and launches products in the hottest shades. The Maybelline has chosen Josie Maran, Tomiko Fraser and Sarah Michelle Gellar as their image to bring to life and promote the image of modern, intelligent, stylish and charming women.
The Maybelline put the highest priority on technology. Constant research is possible due to the support of their parent company, L'Oreal USA, Inc., which places at the company's disposal the best research teams as well as sufficient funds needed to contrive popular, innovative beauty products that will conform to the Maybelline's philosophy which embodies the idea that the natural beauty of all women should be enhanced, not masked.
Well, Mabel was right! Maybelline not only saved lives of hundreds of women but it became a leading mass-market retailer with a rich heritage and bright future.