The Maybelline Company was created by a 19-year-old entrepreneur
named 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. Williams renamed his eye beautifier Maybelline in
honor of the sister who gave him the idea. In 1917 the company
produced Maybelline Cake Maa, "the first modern eye cosmetic
for everyday use" and Ultra Lash in the 1960s, which was the
first mass-market automatic.
In 1967, the company was sold by Williams to Plough, Inc. (now
Schering-Plough) in Memphis, Tennessee. The entire cosmetic
production facility was moved from Chicago to Memphis over one
week-end. In 1975, the company moved its factory to Little Rock,
Arkansas, where it is still located. In 1990, Schering-Plough
sold Maybelline to a New York investment firm, Wasserstein
Perella & Co. Maybelline Operational Headquarters remained in
Memphis until being sold in 1996, when headquarters moved to New
York City. The makeup factory moved to Brooklyn in 2000.
Maybelline received a boost when the company hired Lynda Carter
as the company's beauty fashion coordinator after her television
series ended; she also appeared in several of its television and
print advertisements. Josie Maran, Miranda Kerr, Sarah Michelle
Gellar, Melina Kanakaredes, Zhang Ziyi, Siti Nurhaliza, Fasha
Sandha, Sheetal Mallar, Julia Stegner, Jessica White and Kristin
Davis have endorsed Maybelline products. The current faces of
Maybelline are Adriana Lima, Christy Turlington, Kemp Muhl, Emily
DiDonato, Beatriz Shantal, Jourdan Dunn, and Gigi Hadid.
In 1991, the company adopted its advertising slogan �(Maybe she's
born with it.) Maybe it's Maybelline.� which is still used today.
The company was acquired by L'Or�al in 1996. Acquiring Maybelline
gave L'Or�al access to mass markets in cosmetics.
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