Benefits. Big, bold, and fast enough to take on NYC, this clump-free mascara delivers 9x times the volume in just one coat! Lashes look thicker and more voluminous thanks to the iconic Mega Brush and plumping formula, infused with 2x the collagen.

Colossal Up To 36HR Mascara delivers instant bold lashes that last. This smudge-resistant with flake-resistant wear is our most hardworking waterproof mascara and volumizing mascara. Now with its revolutionary volume-lock formula and Mega Brush, lashes look thicker and more voluminous than ever.

remember the familiar advertising slogan, “Maybe she's born with it. Maybe It's Maybelline. ” It might be one of the last legacies handed down from the original family of an American dynasty. Although the company now known as Maybelline New York was acquired by L'Oréal Paris in 1996, Maybelline remains a household name ...

Maybelline's latest campaign for its Falsies Surreal Mascara, unveiled Friday, features an unlikely yet much-beloved duo: Gen-Z influencer Bretman Rock and certified Renaissance woman Martha Stewart.

Inspired to create a product that would enhance lashes without the do-it-yourself effort, Williams developed a cake mascara that came in two parts: a goop of mascara product and a tiny brush. He began sending out orders and named his company Maybelline, after his sister (Mabel) and her go-to beauty product (Vaseline).

WHAT DOES VOLUMIZING MASCARA DO? Thickening mascara helps volumize your lashes to make them appear fuller. With just 2-3 coats (no more than that please, or your lashes will start to get heavy and droop) you get a lush fan of thick lashes that enhance your eyes and define your face.

How to Tell When Your Makeup Has Expired

1. Check the label. The label of many beauty products features a small jar with a number and the letter M next to it that denotes how long that product will last after you open it.
2. The product has a unique smell.
3. The texture has changed.
4. The color is off.

around three to six months Mascara lasts around three to six months, and shouldn't be kept around for longer. Think about it: You're putting it right near your eyes. An old tube of mascara could be an eye infection waiting to happen, so consider swapping your old tube for a new one each season to stay on the safe side.

By combining technologically advanced formulations with on-trend expertise and New York edge, Maybelline New York's mission is to offer innovative, accessible and effortless cosmetics for every woman.

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.

songwriter Ananya Birla Singer-songwriter Ananya Birla is the new face of the beauty brand Maybelline New York. Apart from Ananya Birla, Suhana Khan, Eksha Kerung and Olympian PV Sindhu are the new faces of the beauty brand.

The current faces of Maybelline are Adriana Lima, Christy Turlington, Charlotte Kemp Muhl, Emily DiDonato, Beatriz Shantal, Jourdan Dunn, Josephine Skriver, Gigi Hadid, ITZY, Liza Soberano and Urassaya Sperbund. Maybelline has also partnered with influencers including Dylan Mulvaney and Ryan Vita.