The history of the Maybelline brand

For generations, Maybelline has been a household name in the world of cosmetics. But have you ever wondered how this iconic brand was born? The answer lies in the story of Mabel Williams, a young woman determined to create a product that would make women feel beautiful and confident. From humble beginnings, Mabel's vision grew into a beauty empire that revolutionized the industry. This is the story of the Maybelline brand, which has stood the test of time and continues to inspire women around the world.

From Mabel Williams to the birth of Maybelline

Mabel Williams was born in Chicago in 1888, the daughter of a former slave who became a successful businessman. Mabel was a bright and ambitious young woman who dreamed of making a name for herself in society. In 1913, she married Tom Lyle Williams, a young man who shared her entrepreneurial spirit.

Tom is fascinated by the makeup worn by his wife, who burned her eyelashes while cooking, and which she makes by mixing petroleum jelly and coal dust. He watches Mabel apply this thick black mixture to her eyelashes and eyebrows. Tom then realizes that there is a market for a product that could be very useful to other women.

Together, Tom and Mabel began experimenting with different formulas, trying to create a product that would enhance a woman's natural beauty. They eventually find the recipe: a mixture of Vaseline and black charcoal dust, which they call Lash-Brow-Ine. The product was a huge success and they decided to rename it Maybelline, in honor of Mabel.

Maybelline quickly became a successful business, with Tom and Mabel working together to create new products and expand their reach. They open a small factory in Chicago and begin selling Maybelline through mail order catalogs. Before long, women across the country were clamoring for the brand's innovative products.

The evolution of Maybelline's products and marketing strategies

Maybelline's popularity grew along with the brand's product line. In the 1920s, Maybelline launched a line of eye pencils, mascara and eye shadows. The brand's success is due in part to Tom's innovative marketing strategies. He was one of the first to use Hollywood celebrities to promote his products, paying actresses to promote Maybelline on the big screen.

One of Maybelline's most successful Hollywood partnerships was with actress Clara Bow, who became the brand's first spokesperson. Clara's signature look, with her dark lashes and pronounced eyebrows, was achieved using Maybelline products. Her support has helped make Maybelline a household name and cemented the brand's reputation as a leader in the beauty industry.

In the 1950s, Maybelline launched its famous " Cake Mascara ", a product that revolutionized the way women applied makeup. Instead of using a liquid formula, the mascara came in a compact form that was applied with a small brush. The women simply added a few drops of water, swirled the brush around in the jar, and applied the mascara to their lashes. Easy to use and durable, this product has been acclaimed by all women in a hurry.

The impact of Hollywood on the success of Maybelline

Maybelline's success in Hollywood continued throughout the 1960s and 1970s, with actresses like Cybill Shepherd and Lynda Carter serving as brand ambassadors. Maybelline products have also been used on the sets of popular television series, including "The Mary Tyler Moore Show" and "Charlie's Angels".

In the 1980s and 1990s, Maybelline further expanded its reach by partnering with supermodels like Christy Turlington and Adriana Lima. The brand's signature slogan, " Maybe she's born with it " has become synonymous with beauty and glamour.

In 1996, Maybelline was acquired by L’Oréal, the largest cosmetics company in the world. This acquisition gave Maybelline access to the vast resources of L'Oréal and the brand to expand its reach even further.

Maybelline's expansion into global markets

In the 2000s, Maybelline expanded its reach by launching products in international markets. Today, Maybelline is sold in over 100 countries and is one of the most recognized beauty brands in the world. Maybelline's success in global markets can be attributed to the brand's commitment to creating products tailored to the specific needs of each market.