For almost a century now, Maybelline has been an industry leader in modern cosmetics, transforming the eyes of millions of women with their innovative creations, - the first designed for everyday use.  And what started as a simple easy-to-use product to darken the eyelashes soon became a part of every woman’s cosmetic arsenal.

The Maybelline company was founded in 1915 by T.L. Williams, who named the product after his sister, Mabel. The company originally produced cake mascara, available only through mail-order. The almost immediate popularity of the product led to many requests from women who wished to buy the product at their local drug store. And so, the company began offering their product in small packages at drug stores for ten cents each, and the popularity skyrocketed from there. Within a few years, Maybelline introduced a new line of eyebrow pencils to accompany their mascara and the concept of eye shadow was born. Over the coming decades, Maybelline would completely innovate the industry and make the eyes of millions more glamorous.

But the innovations didn’t end during the early years of the company. Flash forward to the 60s and Maybelline would introduce two revolutionary products, the waterproof Ultra Lash mascara and later, Great Lash, which remains, to this day, the number-one-selling mascara on the market. Available in 13 varieties, and used by just about every professional make-up artist, it is even estimated that a package of Great Lash mascara passes a store scanner every 1.5 seconds.

And today, Maybelline focuses on much more than the eyes of the world. Their line has expanded considerably to include products for the face, nails and lips. Items such as Shine-Free makeup, Express Finish Fast-Dry Nail Enamel and Hydra Wear Lipcolor continue to keep Maybelline on the forefront of makeup technology to this day.