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From a small, family-owned business that began with a tube of mascara, Maybelline has grown to capture a market of modern muses around the world. Inspired by trends from the catwalk and the sidewalk, Maybelline New York empowers women to make a statement, explore new looks, and flaunt their own creativity and individuality. Now the No. 1 cosmetics company in America, Maybelline’s iconic tagline encourages women to be strong, confident, and unique. “Maybe she’s born with it. Maybe it’s Maybelline.”

Bestsellers from Maybelline New York

Powder Mattes MAYBELLINE
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Big Eyes Bloom Mascara MAYBELLINE
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Push Up Angel Mascara MAYBELLINE
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Magnum Big Shot Waterproof MAYBELLINE
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Powder Mattes MAYBELLINE
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Hyperimpact Liner (Black) MAYBELLINE
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Falsies Mascara MAYBELLINE
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About Maybelline

Founded in 1915 by Tom Lyle Williams, Maybelline was originally inspired by his older sister’s use of petroleum jelly and coal dust to make her eyelashes darker and fuller. Later on, this will become the Maybelline Cake Mascara, “the first modern eye cosmetic for everyday use.” But this would just be the beginning of something much greater.

Far from being a small, family owned company, Maybelline is now the No. 1 cosmetics brand in America. Though Maybelline’s success story started with a tube of homemade mascara, the company can now be found in more than 130 countries worldwide, while also offering a wide range of more than 200 products.

Compared to other cosmetic brands, Maybelline arguably provides the best value for money—without ever compromising on quality. This perfect mix between high quality and affordability makes the company a common go-to brand for young women who are new to makeup, as well as for women who wish to experiment with a new look.

As the world’s leading cosmetics brand, Maybelline continues to innovate, taking trends and innovations from the catwalk and bringing them over to the sidewalk. In turn, the brand features scientifically-advanced formulas, incredible textures, and the latest shades in an effortless, beautiful, and affordable package.

Indeed, Maybelline’s wide array of makeup and skincare products allows them to cater to a large and diverse market, with makeup products for every woman’s face, eyes, lips, and nails. This allows every makeup user plenty of flexibility and room for creativity when it comes to cultivating a unique look to call her own.

Maybelline’s iconic tagline, “Maybe she’s born with it. Maybe it’s Maybelline,” is more than just a famous sound bite. It’s also an empowering message for women, implying that anyone can be strong, confident, unique, and most of all, beautiful.