Editing Maybelline

{{Short description|Cosmetics company}}
{{Distinguish|text=the Chuck Berry song "[[Maybellene]]"}}
{{About|the company|the 1980s women's tennis tournament|Maybelline Classic|the Babyshambles song|Sequel to the Prequel}}
{{Infobox company
| name = Maybelline
| logo = [[File:Maybelline-Logo.svg|frameless|class=skin-invert]]
| logo_size = 
| type = [[Subsidiary]]
| traded_as = 
| founder = Thomas Lyle Williams
| area_served = Worldwide
| key_people = {{ubl|class=nowrap
| Trisha Ayyagari ([[President (corporate title)|President]], Global)<ref name=adbrands>{{cite web|url=https://www.adbrands.net/us/maybelline-us.htm|title=Maybelline advertising & marketing assignments|website=adbrands.net}}</ref>
| Amy Whang (President, US)<ref>{{Cite web|url=https://www.loreal.com/en/usa/news/group/lusa-appoints-amy-whang-president/|title=L'Oréal Appoints Amy Whang President of Maybelline New York, Garnier and Essie for the US|website=loreal.com|access-date=2023-07-31}}</ref>}}
| industry = [[Cosmetics]]
| products = {{hlist|Cosmetics|skincare|perfume|personal care}}
| revenue = 
| operating_income = 
| net_income = 
| num_employees = 
| parent = [[L'Oréal]]
| subsid = 
| homepage = {{URL|maybelline.com}}
| foundation = {{start date and age|1914|p=yes}} in [[Chicago]] as '''The Maybelline Company'''<ref name="Wilson" />
| location = [[Manhattan]], [[New York City]], U.S.
}}

'''Maybelline New York''' (formerly '''The Maybelline Company''' and '''Mabelline and Co.'''),<ref name="Wilson" /> trading as and commonly known as simply '''Maybelline''' ({{IPAc-en|ˈ|m|eɪ|b|ɪ|l|iː|n}} {{respell|MAY|bil|een}}), is an American multinational [[cosmetics]], [[skin care]], [[perfume]], and [[personal care]] company, based in [[New York City]]. Founded in [[Chicago]] in 1914,<ref name="Wilson">{{cite book |last1=Wilson|first1=Sheena |last2=Carlson |first2=Adam |last3=Szeman |first3=Imre |author-link3=Imre Szeman |date=2017 |title=Petrocultures: Oil, Politics, Culture |publisher=McGill-Queen's Press |isbn=978-0-7735-5040-7 |page=110 |url=https://books.google.com/books?id=RM8mDwAAQBAJ&pg=PT110 |access-date=28 July 2017}}</ref> it has been a subsidiary of French cosmetics company [[L'Oréal]] since 1996.<ref>{{cite web |title=L'Oreal Profile - NYJobSource.com |website=nyjobsource.com |url=http://nyjobsource.com/loreal.html |access-date=2007-12-20 |archive-url=https://web.archive.org/web/20190407000306/http://nyjobsource.com/loreal.html |archive-date=2019-04-07 |url-status=dead}}</ref>

==History==
[[File:Maybelline ad 1920.png|thumb|left|1920 ad for Maybelline.]]
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.<ref>{{cite web |title=Cosmetics and Skin Maybelline |publisher=Cosmetics and skin |url=http://www.cosmeticsandskin.com/companies/maybelline.php |access-date=8 February 2013}}</ref>

In 1967, the company was sold by Williams to Plough Inc. (now 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<ref>{{cite web |title=Maybelline India Strategy |url=http://www.scribd.com/doc/25880439/Maybelline-India-Strategy |archive-url=https://web.archive.org/web/20100509012957/http://www.scribd.com/doc/25880439/Maybelline-India-Strategy |archive-date=2010-05-09 |url-status=unfit}}</ref> and its factory to [[Brooklyn]] in 2000.

==Spokesmodels==
Maybelline received a boost when the company hired [[Lynda Carter]] as the company's beauty fashion coordinator after her [[Wonder Woman (TV series)|television series]] ended; she also appeared in several of its television and print advertisements.

[[Josie Maran]], [[Miranda Kerr]], [[Sarah Michelle Gellar]], [[Melina Kanakaredes]], [[Zhang Ziyi]], [[Siti Nurhaliza]], [[Fasha Sandha]], [[Sheetal Mallar]], [[Julia Stegner]], [[Jessica White]] and [[Kristin Davis]] have endorsed Maybelline products. The current faces of Maybelline are [[Adriana Lima]], [[Christy Turlington]], [[Charlotte Kemp Muhl]], [[Emily DiDonato]], [[Erin Wasson]], [[Beatriz Shantal]], [[Jourdan Dunn]], [[Josephine Skriver]], [[Marloes Horst]], [[Gigi Hadid]], [[ITZY]],<ref>[http://models.com/Work/maybelline-maybelline-contract-ss-12 Maybelline Contracts SS12]. ''models.com''. Retrieved 2012-07-19.</ref> [[Liza Soberano]], [[Urassaya Sperbund]], [[Winnie Harlow]], DJ Peggy Gou,<ref>{{cite web |title=Maybelline New York hires DJ Peggy Gou as global ambassador |website=Cosmetics Business |url=https://cosmeticsbusiness.com/maybelline-new-york-hires-dj-peggy-gou-as-ambassador |access-date=4 June 2024}}</ref> [[Kiss of Life (group)|Kiss of Life]] and [[Ten (singer)]] of [[NCT (group)|NCT]].

==Slogans==
In 1981, the company adopted "Maybelline, Maybelline Ooh La La" as its advertising [[slogan]],<ref>{{cite web |title=Maybelline New York - L'Oréal Group - Consumer Products Division |website=www.loreal.com |url=https://www.loreal.com/en/consumer-products-division/maybelline-new-york/ |access-date=2023-01-28}}</ref> which was used until 1991 when the tagline changed to "Maybe she's born with it, maybe it's Maybelline" (and in some commercials as simply "...Maybe it's Maybelline.").<ref>{{cite web |date=April 19, 2016 |title=Maybelline Unveils New Tagline - Make It Happen!|url=https://rollwithcarol.com/maybelline-unveils-new-tagline-make-it-happen/}}</ref> The latter slogan was found to be the most recognizable strapline of the past 150 years by [[CBS]] Outdoor.<ref>{{cite web |date=2013-09-16 |title=Maybelline's "Maybe She's Born With It" strapline 'most recognisable' |website=Marketing Week |url=https://www.marketingweek.com/maybellines-maybe-shes-born-with-it-strapline-most-recognisable/ |access-date=2021-06-29}}</ref>

==Criticism==
In 2021, [[People for the Ethical Treatment of Animals]] (PETA) reported that Maybelline tested on animals.<ref>{{cite web |date= |title=Is Maybelline (L'Oreal) Cruelty-Free? |work=Beauty Without Bunnies - PETA |url=https://crueltyfree.peta.org/company/maybelline-loreal/ |access-date=2 December 2021}}</ref>  According to a 2010 report, however, animal testing of products is required by law in some countries to sell cosmetics.<ref>[http://sustainabledevelopment.loreal.com/innovation/safety-appraisal.asp Sustainable development report 2010] {{webarchive|url=https://web.archive.org/web/20120121060715/http://www.sustainabledevelopment.loreal.com/innovation/safety-appraisal.asp |date=2012-01-21 }} [Retrieved 2012-01-10]</ref>

==Collaborations==
In January 2019, Maybelline collaborated with the German fashion brand [[Puma (brand)|Puma]] for its limited edition collection that was marketed as Maybelline X Puma.<ref>{{cite web |last=Miller |first=Caitlin |date= |title=First Look: Puma x Maybelline's New Collab |website=Influenster |url=https://www.influenster.com/article/maybelline-puma-collaboration}}</ref> It was claimed as the multi-tasking athleisure-inspired collection and consisted of five products. [[Adriana Lima]] was chosen as the ambassador for the collaboration.<ref>{{cite web |last=Sciarretto |first=Amy |title=Maybelline Just Made A Makeup Line With Puma That Will Keep Up With Your Grind |website=Bustle |url=https://www.bustle.com/p/whats-in-the-maybelline-x-puma-collection-its-basically-athleisure-in-makeup-form-15836142 |access-date=2019-04-02}}</ref><ref>{{cite web |last=Robin |first=Marci |date=17 January 2019 |title=The Puma x Maybelline Collection Makes Me Want to Wear Dark Lipstick to the Gym |website=Allure |url=https://www.allure.com/story/puma-maybelline-new-york-makeup-collection}}</ref><ref>{{cite web |last=Cacciatore |first=Bella |date=11 March 2019 |title=This Is What a Supermodel Keeps in Her Gym Bag |website=Glamour |url=https://www.glamour.com/story/adriana-lima-maybelline-puma-gym-makeup}}</ref>

In May 2021, Maybelline collaborated with Marvel to create a limited edition that connects Marvel's most iconic characters with the brand's top-selling hero products.<ref>{{cite web |title=Maybelline Launches Makeup Collection with Marvel |website=HAPPI |url=https://www.happi.com/contents/view_breaking-news/2021-04-05/maybelline-new-york-launches-makeup-collection-with-marvel/ |access-date=2022-03-07}}</ref>

==References==
{{Reflist}}

==External links==
{{Commons category}}
*{{Official website|https://www.maybelline.com/}}

{{L'Oreal Brands}}
{{cosmetics}}
{{Authority control}}

[[Category:Chemical companies established in 1915]]
[[Category:Companies based in Manhattan]]
[[Category:Cosmetics companies of the United States]]
[[Category:Manufacturing companies based in New York City]]
[[Category:L'Oréal brands]]
[[Category:1915 establishments in Illinois]]
[[Category:1996 mergers and acquisitions]]