Williams renamed his eye beautifier Maybelline in her honor. In 1917, the company produced Maybelline Cake Mascara, "the first modern eye cosmetic for everyday use", and Ultra Lash, the first mass-market automatic, in the 1960s. [5] Maybelline New York - L'Oréal Group - Consumer Products Division". www.loreal.com . Retrieved 2023-01-28. a b c Wilson, Sheena; Carlson, Adam; Szeman, Imre (2017). Petrocultures: Oil, Politics, Culture. McGill-Queen's Press – MQUP. p.110. ISBN 978-0-7735-5040-7 . Retrieved 28 July 2017.

In 1989, L'Oréal ceased to use animal testing in finished products before launch and committed to developing alternative methods. [12] According to a 2010 report, however, animal testing of products is required by law in some countries to sell cosmetics. [13] In 2021, People for the Ethical Treatment of Animals (PETA) reported that Maybelline tested on animals. [14] Collaborations [ edit ] Eyestudio® Master Kajal® waterproof kohl eyeliner. Create dramatic, smoldering lines thanks to this pigment-enriched formula. This eyeliner is also suitable for inner eyelid use.Sciarretto, Amy. "Maybelline Just Made A Makeup Line With Puma That Will Keep Up With Your Grind". Bustle . Retrieved 2019-04-02. In 1981, the company adopted "Maybelline, Maybelline Ooh La La" as its advertising slogan, [9] which was used until 1991 when the tagline changed to "Maybe she's born with it, maybe it's Maybelline". [10] The latter slogan was found to be the most recognizable strapline of the past 150 years by CBS Outdoor. [11] Criticism [ edit ]

L'Oréal Appoints Amy Whang President of Maybelline New York, Garnier and Essie for the US". loreal.com . Retrieved 2023-07-31. Step 2. Start a line at the inner corner of the upper eyelid and draw along the lash line to the outer corner. Maybelline's "Maybe She's Born With It" strapline 'most recognisable' ". Marketing Week. 2013-09-16 . Retrieved 2021-06-29. Modern woman juggles between home and work and in this process she completely forgets to look her best. But worry no more ladies, Maybelline’s Colossal Kajal has arrived right in time to give your eyes that perfect smudge free look. Look your best while nourishing your eyes with the goodness of vitamin E. In January 2019, Maybelline collaborated with the German fashion brand Puma for its limited edition collection that was marketed as Maybelline X Puma. [15] It was claimed as the multi-tasking athleisure-inspired collection and consisted of five products. Adriana Lima was chosen as the ambassador for the collaboration. [16] [17] [18]

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The Maybelline Company was founded in Chicago by pharmacist Thomas Lyle Williams in 1915. Williams noticed his older sister Mabel applying a mixture of Vaseline and coal dust to her eyelashes to give them a darker, fuller look. He adapted it with a chemistry set and produced a product sold locally called Lash-Brow-Ine.