CONSUMER PRODUCTS DIVISION
MAKEUP HAS TWO KEY BRANDS:
Maybelline LLC, branded as Maybelline New York, is a major American makeup brand sold worldwide and a subsidiary of French cosmetics company L'Oréal.
The Maybelline Company was created by a 19-year-old entrepreneur named Thomas Lyle Williams in 1915 who created Eye make up for his sister Mabel Williams, a young woman from Chicago, was looking for a way to enhance her eyes. With an eye for ingenuity, she stirred together coal dust and Vaseline and applied the mixture to her lashes and brows. Inspired by the potential of her homespun invention, her brother Thomas Lyle Williams created Maybell Laboratories and began selling mascara through the mail. Women all over the US were soon clamouring for Maybelline, and in the 1930s the company responded by selling to local variety stores. From then on, the range of legendary products grew from a small, family-owned business to the number one cosmetics company in America, With the glamour and energy of New York City, the ultimate makeup innovations, and the latest fashion looks from the catwalk to the sidewalk, Maybelline New York empowers women all over the world to express their personal “it” factor.
Maybelline New York takes trends from the catwalk to the sidewalk, empowering women to make a statement, explore new looks, and flaunt their own creativity and individuality. Inspired by confident, accomplished women, Maybelline gives you scientifically-advanced formulas, revolutionary textures and up-to-the-minute, trendsetting shades effortlessly, affordably, beautifully. Maybe she’s born with it. Maybe it’s Maybelline.
The L'Oréal Paris Brand Division of L'Oréal USA, Inc. is a total beauty care company that combines the latest in technology with the highest in quality for the ultimate in luxury beauty at mass. L'Oréal Paris is a truly global beauty brand with many internationally renowned products.
For more than a century, we have devoted our energy and our competencies solely to one business: beauty. It is a business rich in meaning, as it enables all individuals to express their personalities, gain self-confidence and open up to others.
Beauty is a language.
L’Oréal has set itself the mission of offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy and safety. By meeting the infinite diversity of beauty needs and desires all over the world.
Beauty is universal.
Since its creation by a researcher, the group has been pushing back the frontiers of knowledge. Its unique Research arm enables it to continually explore new territories and invent the products of the future, while drawing inspiration from beauty rituals the world over.
Beauty is a science.
Providing access to products that enhance well-being, mobilizing its innovative strength to preserve the beauty of the planet and supporting local communities. These are exacting challenges, which are a source of inspiration and creativity for L’Oréal.
Beauty is a commitment.
By drawing on the diversity of its teams, and the richness and the complementarity of its brand portfolio, L’Oréal has made the universalization of beauty its project for the years to come.