Maybelline was founded in 1915 by a chemicist T.L. Williams who watched his sister Maybel applying a mixture of vaseline and crushed coal on her eyelashes to reach more volume. He started in a small lab and invented the first mascaras. It did not take long for mascara to become a must have product. The company was named after Williams’ sister and it has grown into one of the biggest producers of eye makup. In 1991 the Maybelline brand launched their famous slogan: Maybe she's born with it. Maybe it's Maybelline. The company was sold to L'Oreal in 1996.

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