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.

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.

Maybe She's Born With It Maybelline's “Maybe She's Born With It” strapline 'most recognisable'

Maybelline operates several production sites around the world, including the United States, France and China. Each factory is equipped with state-of-the-art technology and has highly qualified personnel who work tirelessly to the highest quality standards.

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.

What is Maybelline's Target Market? It can be said that the Maybelline brand is one of the most popular in the world. However, its target market is led by women between 15 and 45 years of age. Additionally, it includes women of all backgrounds, as it is a contemporary brand.

Is Maybelline vegan? Many Maybelline products aren't suitable for vegans, as they contain carmine and lanolin, however some products do not contain animal products in the ingredients. However, as Maybelline is not cruelty-free, some may argue that none of the products are truly vegan.

Some ingredients simply do not have alternatives that can be obtained from a natural source. To keep the level of pigment and performance in our products, certain non- natural origin ingredients must be used. These materials are still extensively vetted for safety and quality assurance.

Target Audience: Maybelline has identified its target audience as women aged between 18-35 years old. The brand targets women who are fashion-conscious, love experimenting with new trends and are tech-savvy.

A century later, Maybelline New York became the number one cosmetic brand globally, available in over 120 countries. The brand's mission? "Offering innovative, accessible, and effortless cosmetics for all by providing technologically advanced formulas with on-trend expertise and New York City edge."

• 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.

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.

Your target audience refers to the specific group of consumers most likely to want your product or service, and therefore, the group of people who should see your ad campaigns. Target audience may be dictated by age, gender, income, location, interests or a myriad of other factors.

Many Maybelline products aren't suitable for vegans, as they contain carmine and lanolin, however some products do not contain animal products in the ingredients. However, as Maybelline is not cruelty-free, some may argue that none of the products are truly vegan.