Not to be confused with the Chuck Berry song " Maybellene ".
Maybelline New York (formerly The Maybelline Company and Mabelline and Co.[1]), trading as Maybelline ( 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]
History
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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.[5]
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, Arkansa. 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[6] and its factory to Brooklyn in 2000.
Spokesmodels
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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 and Winnie Harlow.
Maybelline has also partnered with influencers including Dylan Mulvaney and Ryan Vita.[8]
Slogans
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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
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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
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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]
References
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Matte lipstick is the best route to a perfectly pigmented pout — but it's not for the faint of heart. (Or for the un-exfoliated lip.) Unlike its satiny or sheer cousins, matte lipstick has a tendency to highlight dryness, peeling, and creases. While it should be as simple as running a tube over your lips, blotting, and voila, matte lipstick works best when it's applied with a little finesse. Herewith, four top makeup artists share the steps for getting a matte lip that's worth puckering up for. From how to choose a matte lipstick color to assuring it glides on smoothly (and stays put) read on for their tips.
Matte vs. Satin vs. Sheer Lipstick
To state the (semi) obvious, matte lipstick is... well, matte. Lacking a glossed finish, "matte lipsticks are usually highly pigmented and shine-free," says makeup artist and creator Dakota Alexandra. "Matte lipsticks come in different formulas such as liquid, pressed in a palette, or in a classic lipstick tube."
Matte lipsticks do not reflect light the way a satin or glossed finish would, and as a result, they often have a more monotone, saturated, and uniform look on the lip. Makeup artist Alexa Persico notes, "All lipsticks have a combination of oil, wax, and pigmentation. A matte lipstick has less oil and moisture than other lipstick types and will not give off any 'sheen' on the lips like a satin or sheer would."
And what makes matte different than a satin or sheer lip? "When it comes to a matte lipstick vs. a satin finish lipstick, satin tends to be a little creamier then matte and has some shine added to the formula," makeup artist Jacqueline Fraioli explains. "Satin finish lipstick is not as drying as a matte formula. Sheer lipstick has much more luster and shine, almost giving a glossy wash of color. Sheer lipstick would pretty much be the exact opposite of a matte lippie."
How To Apply Matte Lipstick