![]() We’re for all generations and levels of makeup expertise, from the makeup-savvy individual who is always on the hunt for new trends to the minimalist. The brand's mission? "Offering innovative, accessible, and effortless cosmetics for all by providing technologically advanced formulas with on-trend expertise and New York City edge."įeinstein went on to emphasize the importance of empowering the Maybelline community, "At Maybelline, we use our products to help make everyone, everywhere feel ready to take on their world. A century later, Maybelline New York became the number one cosmetic brand globally, available in over 120 countries. In the 1950s, the first makeup commercials people watched on TV were Maybelline’s."įrom humble beginnings in 1915 to now, it's important to understand the impact and magnitude that Maybelline New York has had on the cosmetics industry. While there are many countless groundbreaking "firsts" from Maybelline New York, Feinstein notes one of the most memorable moments from the brand hails from the 1940s, "How-to ads featuring stars such as Hedy Lemarr showed women different ways to wear makeup in which, at that time, they’d only seen at the theater. Feinstein notes, "This iconic mascara was an instant hit – and is still one of the brand’s best-selling products to this day, selling one Great Lash tube every 5 seconds!" ![]() The most iconic makeup product of all was Maybelline Great Lash Mascara, the green and pink tube inspired by fashion designer Lily Pulitzer. Fast forward to 1971, and mascara became a permanent fixture on everyone's vanity. While the first mascara was created in 1915, it has certainly come a long way since then, and we have Thomas Lyle Williams and Maybelline to thank for it. Other Brands You'll Love: Cover Girl, Physician's Formula, NYX Cosmetics ![]() Thomas then went on to invent the very first mascara and came up with the name Maybelline by combining his sister's name and the key ingredient that helped create it: Vaseline. Most Popular Products: Great Lash Mascara, Instant Age Rewind Concealer, Sky High Mascara, Matte Ink Liquid Lipstickįun Fact: Thomas Lyle Williams wanted to create a product to embellish eyelashes, and would watch his sister, Mabel, mix vaseline and coal dust together to enhance and open up her eyes.
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