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Endpoint: Maybelline



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created on: 26/08/2026
by: Nathalie (5077)
 
 

Brand properties

General info :
Maybelline New York, commonly known as simply Maybelline, is an American multinational cosmetics, skin care, perfume, and personal care brand, currently owned by L’Oréal USA, Inc.
Founded in Chicago in 1915, it has been a subsidiary of French cosmetics company L'Oréal since 1996.

The Maybelline Company was founded in Chicago by pharmacist 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 her honor. In 1917, the company produced Maybelline Cake Mascara, "the first modern eye cosmetic for everyday use", and Ultra Lash, the first mass-market automatic, in the 1960s.

In 1967, the company was sold by Williams to Plough, Inc. (later Schering-Plough) in Memphis, Tennessee. The cosmetic production facility was moved from Chicago to Memphis over one weekend. In 1975, the company moved to Little Rock, Arkansas.
In 1990, Schering-Plough sold Maybelline to a New York investment firm, Wasserstein Perella & Co. Maybelline's headquarters remained in Memphis until its acquisition by L'Oréal in 1996. Its headquarters was then moved to New York City in 1996 and its factory to Brooklyn in 2000.
Relations :
Founded by [1915] : Thomas Lyle Williams
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Brand name used by [1996 -] : L’Oréal USA, Inc.
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Brand name used by [1967 - 1990] : Plough, Inc.
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Websites
Source :
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Item number : 73289

Submitted by : Nathalie (5077)
on : 26/08/2026