Slogans. In 1981, the company adopted "Maybelline, Maybelline Ooh La La" as its advertising slogan, which was used until 1991 when the tagline changed to "Maybe she's born with it, maybe it's Maybelline".

In 1915, when a kitchen stove fire singed his sister Mabel's lashes and brows, Tom Lyle Williams watched in fascination as she performed what she called 'a secret of the harem' – mixing petroleum jelly with coal dust and ash from a burnt cork and applying it to her lashes and brows.

About Maybelline In 1913, young Chicago chemist Thomas Williams had a dilemma. His older sister, Maybel, was in love with a man who was in love with someone else. Maybel Williams did her best with what was available - she used petroleum jelly on her lashes and brows to enhance them.

One notable campaign is the “Maybe She's Born with It, Maybe It's Maybelline” slogan, which has become an iconic phrase associated with the brand. This campaign focused on promoting Maybelline's diverse range of products and the idea that anyone can enhance their natural beauty with their cosmetics.

Maybelline may be best known for their mascaras, but the Sky High Mascara is legendary in its own right.

Maybelline is known to many beauty enthusiasts as an iconic-yet-accessible brand that offers an attainable barrier to entry when consumers are first learning how to apply makeup. Many makeup lovers have known and adored Maybelline since they were able to pick up a pink-and-green tube of Great Lash.

Despite being so affordable, Maybelline produces high quality makeup thats comparable to its luxury counterparts.

Target Market of Maybelline Maybelline is one of the most popular brands all over the world and its target market is focused purely on women aged between 15 to 45 which includes women from all backgrounds. Lately, the brand has become more contemporary for women of all races.

• Best Foundation. Maybelline New York Fit Me Dewy + Smooth Foundation. Amazon.
• Best Blush. Maybelline Fit Me Blush. Ulta.
• Best Waterproof Mascara. Maybelline Great Lash Waterproof Mascara. Target.
• Best Liquid Eyeliner. Maybelline Hyper Easy Liquid Pen Eyeliner.
• Best Lipstick. Maybelline SuperStay Vinyl Ink Longwear Liquid Lipcolor.

OUR BEST FOUNDATIONS OF 2021

• BEST FOUNDATION FOR OILY SKIN: FIT ME MATTE + PORELESS FOUNDATION.
• BEST FOUNDATION FOR DRY SKIN: FIT ME DEWY + SMOOTH FOUNDATION.
• BEST FOUNDATION FOR MATURE SKIN: DREAM RADIANT LIQUID FOUNDATION.
• BEST FOUNDATION FOR FULL COVERAGE: SUPER STAY FOUNDATION.

Maybelline New York is the number one global cosmetics brand and is available in over 129 countries worldwide. Offering more than 200 products, Maybelline New York combines technologically advanced formulas with on-trend expertise to create accessible cosmetics with a cool, urban edge and a spirited style.

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.