The rise of Maybelline from a small mail-order firm to a global cosmetics business is impressive. The company is now called Maybelline New York but its early fortunes, like those of Max Factor and the Westmore Brothers, were tied to the growing motion picture business in California.

The company’s milestones:

1915  – The Maybell Laboratories was founded in Chicago by pharmacist Thomas Lyle Williams to make Lash-Brow-Ine.

1917 – The company produced Maybelline Cake Mascara, “the first modern eye cosmetic for everyday use”.

1923 – Maybell Laboratories was renamed Maybelline.

1924 – Maybelline moves to new headquarters at 5900 North Ridge Avenue, Chicago.

1925 – Waterproof Liquid Maybelline eye make-up was released.

1929 – The company launched new products: Eyebrow pencils (black and brown) and eyeshadow (blue, black, brown and green).

1931 – Cake eyelash darkener reformulated.

1932 – Maybelline launched new products: 10-cent product for drug and variety stores.

1933 :



Maybelline begins to be sold direct to stores outside of the Chicago area.

The first use of the word mascara was in Maybelline advertising.

The mascara manufacturing equipment was sold to brother-in-law Tom Hewes, who establishes the De Luxe Mascara Company to make cake mascara for Maybelline.

1936 – Maybelline launched Cream Mascara in a waterproof zipper case.

1954 – Maybelline incorporates. The company also launched new products: Automatic Eyebrow and Eyeliner Pencil.

1958 – The company released Magic Mascara with a spiral brush.

1963 – The company released  Ultra Lash, the first mass-market automatic.

1971 – The company cemented its hold on women’s lashes for good by launching the now-iconic pink and green Great Lash Mascara.



1974 – The company launched its first lip products, which included products like Kissing Sticks, Kissing Koolers, and Kissing Potion

1983 – Maybelline released new products: Shine Free Oil Control make-up line featuring non-comedogenic formulas.

1996 – Maybelline was acquired by L’Oréal USA.

2001 – Maybelline becomes Maybelline New York.

2005 – Maybelline launched Maybelline’s Dream Matte Mousse, one of the iconic foundation of the company.

2019 – Maybelline collaborated with the German fashion brand Puma for its limited edition collection that was marketed as Maybelline X Puma.

May 2021 – Maybelline collaborated with Marvel to create a limited edition that connects Marvel’s most iconic characters with the brand’s top-selling hero products.


According to;; Source of photos: internet