Maybelline was founded in 1915 by T.L.Williams; he named the company after his sister Maybel, from whom he originally received the idea of producing and selling a product to darken eyelashes.

Maybelline launched its first product in 1917, Maybelline Cake Mascara. It was sold exclusively by mail, until women started to ask for it in drug stores. By the 1930s the company expanded to eyeliners and eyeshadows. It wasn’t until the 70s that they branched out of eye cosmetics to lips, nails and face.

In 1991, the advertising tagline “Maybe she’s born with it. Maybe it’s Maybelline” was created.

L’Oréal USA, Inc. acquired Maybelline in 1996.

Maybelline products are endorsed by supermodels Christy Turlington, Josie Maran, Erin Wasson, and Adriana Lima, among others.

Maybelline is the official makeup sponsor of Mercedes Benz Fashion Week.

Company News/Recent Launches:

Maybelline New York's Eye Studio collection consists of Color Plush Silk Eyeshadow, which the company claims uses wet technology to deliver a satiny powder feel upon application. Also new, Color Pearls Eyeshadow, whose baked technology keeps pearls uncrushed for refined luminosity. The Lash Stilletto Voluptuous Macara has a new "sweep, plump and stretch" dual action brush that thickens for length and volume.

Brazilian model  Lisalla Montenegro is the newest face of Maybelline; her ads are set to appear in June.

Key Ingredients:

Petroleum jelly in the mascara, goji berry in the Instant Age Rewind Eraser, vitamin E in the SuperStay lip colors, micro-minerals in their Mineral Power foundation and concealer line.

TIA’s Take:

Marta was drawn to the Maybelline Instant Age Rewind Eraser as a low maintenance sun protector with a low price point, but it proved to be entirely disappointing, with too much silicone, an unstable active sun protector in the form of octinoxate, parabens, and just a light fairy dust of the superfruit goji berry, collagen and sodium hyaluronate. Petroleum distillates - basically petroleum jelly or Vaseline - in Maybelline's Great Lash mascara can be risky if improperly manufactured, resulting in carcinogenic by-products. The Dream Mousse foundation also has a list of sketchy ingredients like BHT, which could be a carcinogenic, and cyclopentasiloxane, which seems to have adverse affects on the environment and marine life. On a positive note, it does contain squalene, an antioxidant derived from olives that helps soothe the skin. But, Shyema's experience with the Mineral Power liquid foundation resulted in a visit to the dermatologist.

In all, you get what you pay for. While Maybelline products may be an easily accessible low cost alternative, the ingredients aren't good enough to skimp on your dollars.