Maybelline

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The manufacturer's logo

Maybelline is an American cosmetics manufacturer headquartered in New York City and a subsidiary of L'Oréal .

history

In 1915, in Chicago, the young mail order company Tom Lyle Williams watched his older sister Mabel try to color her eyelashes with a mixture of petroleum jelly , ash, and coal dust . This gave him the impetus to develop a mascara . Williams founded a company that same year which he named Maybell Laboratories in honor of his sister . His first salable product, Lash-Brow-Ine, did not contain any dyes, it was supposed to give eyelashes and eyebrows a silky sheen and supposedly promote their growth. The small mail-order company placed the first advertisement for Lash-Brow-Ine in the magazine Photoplay , later also advertisements in other magazines. From 1917, Williams sold a dry product called Maybelline , which was offered in brown and black. The customers had to moisten the solid mass and then use a small brush to transfer the colored liquid onto their eyelashes and eyebrows.

In 1923 Williams' company Maybell Laboratories was renamed Maybelline . The company's success grew and in 1924 the company moved to larger offices in Chicago. In 1925, a liquid, waterproof version of Maybelline was also offered, also in brown and black, with the small brush included. In 1929 eyebrow pencils in brown and black were added, as well as eyeshadows in blue, black, brown and green, and in 1930 also in purple.

Because of the overwhelming demand - women asking for Maybelline products in local drugstores - the company released the "Cake Mascara" in retail stores in 1932. This mascara stone was developed by the cosmetics company Max Factor .

In the 1960s, the group introduced the “Ultra Lash”, a further development of mascara, worldwide. This Ultra Lash was in a vial with a spiral brush. In 1971, Maybelline's most successful product, the “Great Lash” mascara, appeared. In the 1970s, the product range is expanded to include make-up and nail polish series.

In 1996 the company was acquired by the French cosmetics group L'Oréal . Maybelline Jade has been one of its brands since then .

Models

Maybelline regularly uses well-known models and actresses for advertising campaigns, including Julia Stegner , Adriana Lima , Josie Maran , Christy Turlington , Deepika Padukone , Sarah Michelle Gellar , Crystal Reed , Erin Watson and Gigi Hadid . Manny MUA became the brand's first male brand ambassador in 2018.

Web links

Individual evidence

  1. ↑ a b Maybelline cosmeticsandskin.com
  2. ↑ a b Sharrie Williams, Bettie Young: The Maybelline Story and the Spirited Family Dynasty Behind It . Bettie Youngs Book Publishers, 2010, ISBN 978-0984308118 .
  3. ↑ Soloman, Kristine: Maybelline Names Manny MUA as Brand Ambassador . Yahoo. January 5, 2017. Retrieved April 25, 2017.
  4. ↑ Trainor, Michelle Ward: Makeup Guru Manny Gutierrez (aka Manny MUA) Is The Only Male To Make PEOPLE's Most Beautiful List . People. April 21, 2017. Retrieved April 25, 2017.