T.L. Williams creates the Maybelline Company, a family-owned business. The company is named after his sister Maybel, from whom he originally received the idea of producing and selling an easy-to-use product to darken eyelashes.

Maybelline launches its very first product, Maybelline Cake Mascara, the first modern eye cosmetic for everyday use. Advertised and sold exclusively by mail, the mascara is received so well by the general public that women start to ask for it in drugstores.

Maybelline expands into eyebrow pencils and eye shadows.

A special 10-cent package of Maybelline mascara is created and distributed to drug and variety stores, which significantly expands Maybelline’s distribution from exclusively mail order sales to retail outlets nationwide.

Launch of Ultra Lash Mascara, a waterproof formula. A true breakthrough, Ultra Lash is the first mass-marketed "automatic" mascara, meaning that the mascara is applied directly to the brush in the tube.

Plough Inc. acquires Maybelline.

Maybelline successfully branches into additional cosmetic categories: face, lip and nail.

Great Lash, a water-based mascara, is introduced and makes mascara history. Today, it’s still the number-one best-selling mascara in the global marketplace, crossing a drugstore scanner every 1.5 seconds. Its winning formula is closely guarded and its hip appeal is undeniable. A makeup artist’s staple, this mascara is always in plain sight backstage at fashion shows.

Maybelline opens a 300,000-square-foot plant in North Little Rock, Arkansas with initial employment of about 350 people.

Maybelline acquired by the investor group Wasserstein Perella & Co.

"Maybe she’s born with it. Maybe it’s Maybelline" advertising tagline is created. Still a great success for the brand today, this tagline continues to be recognised around the world.

Maybelline successfully completes an initial public stock offering.

L’Oréal USA, Inc. acquires Maybelline. The company headquarters move to New York City. This new partnership empowers Maybelline to create the newest, most innovative products with top research and development teams and resources. Maybelline is established as a colour authority and technologically advanced products become a company priority.

Maybelline becomes the number one cosmetic brand in the USA.

Maybelline becomes the number one cosmetic brand in Australia.

Maybelline becomes the number one cosmetic brand in the world.

Maybelline officially becomes Maybelline New York, incorporating elements such as the size, style, color and success that give the city its cool, captivating flavor. This new attitude and look combine state-of-the art technology and a keen eye on trends to produce accessible, cutting-edge cosmetics with a cool, urban edge.

Maybelline New York is the number one cosmetic brand globally and is available in over 90 countries worldwide.
As a renowned color authority, Maybelline New York creates seasonal color stories with products in the season’s hottest shades. Today, we’re focused on helping women feel more beautiful and recognizing their individuality and potential through education and empowerment.