There are few centenarians around that look quite as good as Maybelline NY. The beauty giant is celebrating 100 years since its launch in 2015, and in that time, it’s grown from a sibling project to a household name.
The creation of Tom Lyle Williams, Maybelline New York was inspired by Williams’ sister Mabel’s experiments with DIY beauty treatments and cosmetics. Her 19-year-old brother went on to craft an empire that launched iconic products such as the pink and lime green tube of Great Lash Mascara, which landed on shelves in 1970. By 2000, a tube was sold every 1.2 seconds.
Perhaps the brand’s most memorable creation is not a product, but a slogan. The “maybe she’s born with it, maybe it’s Maybelline” catchphrase, launched in 1991, is now synonymous with make-up and recognised worldwide, revealing the power of brand advertising.
In celebration of its latest milestone, Maybelline is launching a number of promotions throughout the year for consumers to enjoy, including the It Girl Collection, which incorporates the brand’s most beloved creations. The make-up giant has also released a slew of modern takes on Maybelline’s vintage advertising shots, showing ladies wearing the beauty trends of the 20s right through to today.
