Where they've come from When chemist TL Williams watched his sister apply a home-made mixture of coal dust and Vaseline to her eyelashes back in 1915, it sparked an idea. He immediately got to work on the first Maybelline mascara (named after his sister, Mabel, and Vaseline) and two years later Maybelline products were available throughout the United States. Today the brand is almost 100 years old and a Maybelline product is sold somewhere in the world every second!
Where they're going Inspired by beauty on the runway, Maybelline makes the hottest new looks available to women across the globe. By arming women with products and knowledge, they aim to empower through creativity and individuality. Their scientifically-advanced formulas, trendsetting styles and affordable prices have made them one of the most well-known and respected cosmetic brands in the world.