maybelline

Founded in 1915 in Chicago by Thomas Lyle Williams, who was inspired by his sister Mabel mixing Vaseline and coal dust to darken her eyelashes, Maybelline has grown into one of the world's most recognizable mass-market cosmetics brands. Now headquartered in New York City and owned by L'Oréal since 1996, the brand is credited with inventing the modern mascara tube and democratizing everyday makeup. Maybelline's product philosophy centers on bringing high-performance, trend-driven beauty from the catwalk to the sidewalk, ensuring accessibility without compromising on innovation.

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