Maybelline began not in a laboratory but in a moment of improvisation — a homemade beauty fix that became one of the most influential cosmetics brands in the world.
1915: The Beginning: Mabel’s Lash Mixture
The story begins in Chicago, when Mabel Williams darkened her lashes using Vaseline and coal dust after accidentally singeing them. Her brother, Thomas Lyle Williams, saw potential in her improvised mixture and created a commercial version called Lash‑Brow‑Ine.
He named the brand Maybelline — combining Mabel and Vaseline.
1917: The First Modern Mascara
Maybelline introduced Cake Mascara, often described as the first modern eye cosmetic for everyday use. Women mixed the solid cake with water and applied it with a small brush.
This product made eye makeup accessible to everyday women at a time when cosmetics were just becoming socially acceptable.
1920s: Hollywood Glamour & Mass Popularity
As silent film culture exploded, Maybelline leaned into Hollywood glamour. Ads featured actresses like Phyllis Haver, tying the brand to cinema’s allure.
By the late 1920s, Maybelline was spending over $1 million annually on advertising — a massive investment that transformed it from a mail‑order product into a national beauty staple.
1930s–1950s: Innovation & Expansion
During the Depression, Maybelline introduced a 10‑cent tin version of its mascara to stay affordable.
By the 1940s and 1950s, the brand expanded into eye shadows, brow pencils, and liquid liner and launched Magic Mascara in 1959, one of the first automatic mascaras with a spiral brush.
1960s–1970s: Global Growth & Iconic Products
Maybelline became number one globally in eye cosmetics by the 1960s.
In 1971, the brand launched Great Lash Mascara, the pink‑and‑green tube that remains one of the most recognizable beauty products in history.
The 1970s also saw the introduction of playful lip products like Kissing Sticks and Kissing Koolers.
1980s–1990s: Supermodels & Cultural Dominance
Maybelline expanded into full‑face cosmetics and embraced celebrity spokesmodels such as Lynda Carter.
In the 1990s, the brand introduced one of the most famous beauty slogans of all time:
“Maybe she’s born with it. Maybe it’s Maybelline.”
1996: Acquisition by L’Oréal
Maybelline was acquired by L’Oréal in 1996, moving its headquarters to New York City and beginning its transformation into a global powerhouse.
2000s–2020s — Global Ambassadors & Modern Beauty Culture
The brand embraced international spokesmodels including Gigi Hadid, Jourdan Dunn, Winnie Harlow, ITZY, and many more.
Maybelline continues to evolve with digital beauty culture, influencer partnerships and global campaigns but its core identity remains rooted in accessible glamour.
Why Maybelline Matters in Beauty History
- It democratized eye makeup for everyday women.
- It pioneered mass‑market mascara.
- It shaped beauty advertising through Hollywood partnerships.
- It created one of the most iconic slogans in beauty culture.
- It remains a global leader under L’Oréal’s umbrella.
I’m Stacey Hobbs, thanks for reading Face by Stace! Until next time.
do you feel fabulous today?
Face by Stace 