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Maybelline

Maybelline New York (formerly The Maybelline Company and Mabelline and Co.[1]), trading as Maybelline (/ˈmbɪˌln/ MAY-bih-leen), is an American multinational cosmetics, skin care, perfume, and personal care company, based in New York City. It was founded in Chicago in 1914,[1] and has been a subsidiary of French cosmetics company L'Oréal since 1996.[4]

Not to be confused with the Chuck Berry song "Maybellene".

Company type

1914 (1914) in Chicago as The Maybelline Company[1]

Thomas Lyle Williams

Worldwide

  • Trisha Ayyagari
  • (President, Global),[2]
  • Amy Whang
  • (President, US)[3]
  • cosmetics
  • skincare
  • perfume
  • personal care

Spokesmodels[edit]

Maybelline received a boost when the company hired Lynda Carter as the company's beauty fashion coordinator after her 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,[7] Liza Soberano, Urassaya Sperbund, Winnie Harlow, and Kiss of Life.


Maybelline has also partnered with influencers including Dylan Mulvaney and Ryan Vita.[8]

Slogans[edit]

In 1981, the company adopted "Maybelline, Maybelline Ooh La La" as its advertising slogan,[9] which was used until 1991 when the tagline changed to "Maybe she's born with it, maybe it's Maybelline".[10] The latter slogan was found to be the most recognizable strapline of the past 150 years by CBS Outdoor.[11]

Criticism[edit]

In 1989, L'Oréal ceased to use animal testing in finished products before launch and committed to developing alternative methods.[12] According to a 2010 report, however, animal testing of products is required by law in some countries to sell cosmetics.[13] In 2021, People for the Ethical Treatment of Animals (PETA) reported that Maybelline tested on animals.[14]

Collaborations[edit]

In January 2019, Maybelline collaborated with the German fashion brand Puma for its limited edition collection that was marketed as Maybelline X Puma.[15] 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.[16][17][18]


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.[19]

Official website