Maybelline New York is a leading global manufacturer and brand of cosmetics, skincare, and personal care products. Originally founded in Chicago in 1915, it has grown from a small family-owned business into the number one cosmetic brand in the world, with a presence in over 120 countries. Since 1996, Maybelline has operated as a key subsidiary of the French cosmetics giant, L’Oréal Group.

Core Business & Products

Maybelline focuses on delivering “technologically advanced formulations with on-trend expertise and New York edge”. Its product catalog includes:

Eye Makeup:
Mascara (including the iconic “Cake Mascara” and “Great Lash”), eyeshadow, and eyeliner.

Face Products:
Foundations (over 1,000 shades globally), concealers, bronzers, and blushes.

Lip Products:
Lipsticks, lip gloss, and lip liners.

Nails & Skincare:
Nail colors and specialized skincare ranges like the vegan and organic “Garnier Bio” (under the broader L’Oréal portfolio).

Historical Origins
The company was founded by pharmacist Thomas Lyle Williams after he observed his sister, Mabel, applying a mixture of Vaseline and coal dust to her lashes to make them look fuller. Williams refined this mixture using a chemistry set, leading to the first modern eye cosmetic for everyday use, Maybelline Cake Mascara, in 1917. The name “Maybelline” is a combination of his sister’s name, Mabel, and Vaseline.

Strategic Operations

Global Reach:
The brand maintains operations across the world, with research and development centers in locations like Japan for hair and skincare, and manufacturing operations in Paris and Brazil.

Marketing Strategy:
Maybelline positions itself as an inclusive and accessible brand, targeting diverse audiences regardless of age or ethnicity. It frequently collaborates with influencers and has even served as the first-ever official cosmetics partner of the WWE.

Technological Innovation:
The brand offers virtual tools, such as a foundation finder and virtual try-on features, through its Virtual Beauty Studio to assist customers in product selection.

Sustainability:
Through its “Conscious Together” program, Maybelline aims for sustainable production, packaging, and disposal. Its “Green Edition” range is noted for meeting Cradle to Cradle environmental performance standards.

Ownership & Corporate Identity
After several ownership changes—including being sold to Plough Inc. in 1967 and Wasserstein Perella & Co. in 1990—the company was acquired by L’Oréal in 1996. Its headquarters moved from Memphis to New York City following the acquisition to align with its new brand identity, “Maybelline New York”.