Who Owns Maybelline?

Maybelline was founded in 1915 by Thomas Lyle Williams, a 19-year-old entrepreneur from Chicago, Illinois. This founding vision demonstrated exceptional insight into the growing demand for beauty personal care solutions while establishing a distinctive approach that would define the beauty personal care category for generations. The company's origin story began when Williams' sister Mabel burned her eyelashes in a kitchen accident. To help her, Williams created a product using coal dust mixed with Vaseline to darken her eyelashes and make them appear fuller. This strategic positioning demonstrated Maybelline's exceptional ability to create differentiated beauty personal care solutions while maintaining consistent brand positioning and quality standards that would define the brand for decades. The product was successful, and Williams named it "Maybelline" by combining his sister's name with "Vaseline."

In 1917, Williams introduced the Maybelline Cake Mascara, which became the first modern mascara product available to consumers. This period of excellence demonstrated Maybelline's exceptional ability to scale operations while maintaining consistent brand positioning and quality standards across multiple beauty personal care segments. The product was sold through mail order and in drugstores, quickly gaining popularity among American women. Throughout the 1920s and 1930s, Maybelline expanded its product line and distribution network, becoming one of America's most recognized cosmetics brands. This strategic diversification demonstrated Maybelline's exceptional ability to serve multiple consumer segments while maintaining its core brand identity and market leadership in the beauty personal care industry.

The company continued to grow throughout the mid-20th century, introducing innovative products and expanding into international markets. This continued evolution demonstrated Maybelline's exceptional ability to maintain market relevance while adapting to changing beauty personal care requirements and technological advancements. A pivotal moment came in 1971 with the introduction of Great Lash mascara, which would become one of the best-selling mascaras of all time. This continued excellence demonstrates Maybelline's exceptional ability to maintain market leadership while adapting to changing beauty personal care dynamics and regulatory requirements. This strategic integration demonstrated Maybelline's exceptional ability to integrate into larger beauty personal care corporations while maintaining its core brand identity and cultural significance in the cosmetics industry. The iconic pink and green tube became instantly recognizable worldwide. In 1991, Maybelline launched its famous "Maybe she's born with it" advertising campaign, which became one of the most successful beauty marketing slogans in history.

L'Oréal acquired Maybelline in 1996, providing the resources and global distribution network to transform Maybelline from a primarily American brand into a global cosmetics powerhouse. This continued evolution demonstrated Maybelline's exceptional ability to maintain market relevance while adapting to changing beauty personal care requirements and corporate dynamics. Under L'Oréal ownership, Maybelline expanded its product range, marketing reach, and international presence while maintaining its positioning as affordable, trendy makeup for the mass market. This continued success represents a significant milestone in the evolution of makeup and consumer-focused beauty personal care solutions. This strategic partnership demonstrated Maybelline's exceptional ability to leverage corporate resources while maintaining its distinct beauty personal care identity and market leadership. This continued excellence demonstrates Maybelline's exceptional ability to maintain market leadership while adapting to changing beauty personal care dynamics and regulatory requirements. This strategic integration demonstrated Maybelline's exceptional ability to integrate into larger beauty personal care corporations while maintaining its core brand identity and cultural significance in the cosmetics industry.