Maybelline

The tagline "Maybe She's Born With It. Maybe It's Maybelline" needs no introduction. This catch line is enough to cause a sparkle in your eyes. The very essence of beauty and confidence is revealed through this extremely innovative line. Not only the tag line, but also the brand itself deserves special admiration.

About Maybelline:

The Maybelline Company had its beginning in 1913 and is a brainchild of New York based chemist T.L. Williams. There is a very simple and inspiring story behind the emergence of Maybelline. T.L. Williams in his younger days used to notice his younger sister applying a mixture of Vaseline and coal dust to her eyelashes to enhance her look. After some years, he experimented with this mixture in his laboratory and came up with a product sold locally as Lash-Brow-Ine.

The product became a major hit at that time. He named it Maybelline; a part of the name was inspired from her name. This brand went on to achieve a legendary position in the cosmetics field. It was 1917 the company launched Maybelline Cake Mascara that was considered the "the first modern eye cosmetic for everyday use". Ultra Lash was the next launch in the 1960s, which was the first automatic mascara in the cosmetic market.

Maybelline milestones:

• It was in 1967 that T.L. Williams sold the company to Plough, (now Schering-Plough) in Memphis, Tennessee.
• The complete cosmetic production facility shifted its base from Chicago to Memphis in a very short time.
• In 1975, the company shifted its factory base to Little Rock.
• In the year 1990, Maybelline was sold by Schering-Plough to a New York based investment firm Wasserstein Perella.
• The operational headquarters remained in Memphis until it was sold in 1996 when the base was shifted to New York City.
• In 1996, L'Oréal acquired the company.

Maybelline Interesting facts:

• Maybelline received a new lease of life when the company hired Lynda Carter as the company's coordinator for beauty and fashion.
• At present, Maybelline products are endorsed by supermodels Christy Turlington, Josie Maran, Erin Wasson, Adriana Lima, only to name a few.

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