1915 – Mabel Williams, a young woman from Chicago, was looking for a way to enhance her eyes. With an eye for ingenuity, she stirred together coal dust and Vaseline and applied the mixture to her lashes and brows. Inspired by the potential of her homespun invention, her brother Thomas Lyle Williams created Maybell Laboratories and began selling mascara through the mail.  Women all over the US were soon clamoring for Maybelline, and in the 1930s the company responded by selling to local variety stores. From then on, the range of legendary products grew.

In 1971, after half a century of continuous innovation, Maybelline made waves in the cosmetic world by introducing the revolutionary, water-based Great Lash Mascara in its signature pink and green packaging. Since then it has become one of the most sold beauty products in the world and an absolute favorite among celebrities and makeup artists. Today, Maybelline New York leads the mascara category with its iconic Volum’ Express line: The Colossal was an instant worldwide hit, and shortly after its launch in 2010, The Falsies became the world’s #1 mascara.

A groundbreaking face innovation came in 2004 with the launch of Dream, a lineup of foundation, blush, bronzer, and concealer. Dream Matte Mousse, with its air-soft formula, is the #1 foundation worldwide today. In 2009, Maybelline New York transformed the category again with the launch of its first BB cream in Asia. Since then, millions of women around the globe have fallen in love with the unique formula of Dream Fresh BB 8-in-1 Skin Perfector. In the lip category, Maybelline New York introduced the most comprehensive color collection at mass with Color Sensational in 2009. The large array of shades is divided into four color families which allows women to easily identify their desired color. A major hit with its creamy, crisp colors, the range continues to deliver bold shades in tune with today’s trends. The latest success from Maybelline New York was the introduction of Color Show Nail Lacquers in 2012. The range of edgy textures, colors, and effects inspired by New York’s runways made fashion’s must-have nail looks accessible to all.

2009 marked a fashion milestone for Maybelline New York.  After Amsterdam, Berlin and Moscow, the brand secured the coveted title of Official Makeup Sponsor of Mercedes-Benz Fashion Week in its hometown of New York City. Since then, Maybelline has been showcasing its creativity and expertise on the runways, collaborating with fashion designers to develop next season’s beauty trends.  Today, Maybelline New York is proud to be the official makeup sponsor of thirteen fashion weeks worldwide.

With the glamour and energy of New York City, the ultimate makeup innovations, and the latest fashion looks from the catwalk to the sidewalk, Maybelline New York empowers women all over the world to express their personal “it” factor.