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.
Mascara: The OG Protector
The precursor to what we know as mascara began way back when — around 4000 BC in Ancient Egypt. Beauty gurus would use mixtures of kohl and ointments to darken and accentuate the lashes, and this OG version even helped protect the eyes from bright sunlight, Marie Claire reports.
Called the protein Mascara "Great Lash" builds rich, full body onto lashes. Marketing people asked Maybelline Company researchers in 1970, to come up with a Mascara to thicken and lengthen lashes better than anything on the market and would be easy to apply. "Great Lash" was that product.
The Maybelline Lash Sensational Sky High Mascara is designed to lengthen and volumize your lashes with its unique Flex Tower brush and bamboo extract-infused formula. It promises to coat every lash from root to tip, offering buildable volume and impressive length without clumping.
All in all, essence Lash Princess mascara is a TikTok beauty product that actually lives up to the hype.
✨Kim is wearing the @lancomeofficial Hypnôse Mascara - I used the @lancomeofficial Hypnôse Drama Mascara. I've been using it for years and I always get compliments on it!! 🤍 #mascara #falsies #longeyelashes #lancome #kimkardashian #makeupbyariel #promua #celebritymakeupartist.
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.
In 1834, Eugène Rimmel, a French perfumer working in London, created one of the first commercial mascaras. Rimmel's formula was a mix of petroleum jelly and coal dust, which was applied with a brush.
It's gives lashes a reliable curl
I have tried other popular mascaras, but they always end up clumping or never reaching my desired length. This pick is great because it really does lift your lashes up giving them a natural-looking arch.
The criticism aimed at Mikayla accusing her of using false lashes and being misleading — at worst, a symptom of mistrust in beauty influencing everywhere — was swift. The so-called "mascara gate" even brought disgraced beauty influencer and alleged abuser Jeffree Star out of retirement.
Maybelline is not cruelty-free due to its presence in markets requiring animal testing. While it offers some vegan-friendly products, the brand lacks official certification, and sustainability concerns remain. If ethical beauty matters to you, exploring alternative brands may be the better choice.
When it comes to eyelash health, waterproof mascara is low on the list of makeup products. This is because the ingredients are designed to keep your mascara firmly in place and can end up drying out your lashes with extended use.
Limited Direct-to-Consumer Reach
Maybelline's relatively limited presence in direct-to-consumer channels, such as standalone stores and branded e-commerce platforms, puts it at a disadvantage compared to some of its competitors with a stronger presence.
Mascara and liquid eyeliner typically are considered safe to use for three months. Liquid products used near the eye have an increased risk of spreading bacteria. Pencil-style eyeliners, gel eyeliners and lip pencils can be used for up to a year.
Kohl was used to mask the eyes, believed to ward off evil spirits and protect the soul, by both men and women. Often composed of galena; malachite; and charcoal or soot, crocodile stool; honey; and water was added to keep the kohl from running.
Standard black mascara on the upper and lower lashes was still the go-to throughout the decade, but bolder colors, like blue and purple, were also trendy.
We've always wondered how she gets her wispy lashes and now the secret is out! It's all thanks to a luxe mascara that you can get on Amazon. The Friends star's makeup artist, Jillian Dempsey, revealed that the Chantecaille Faux Cils Longest Lash Mascara is the key to a subtly glamourous red carpet look.
Key Takeaways. L'Oréal owns 36 brands and continues to acquire some of the world's leading beauty brands. Maybelline New York, Garnier, NYX Professional Makeup, CeraVe, and Redken are some of L'Oréal's top acquisitions.
Chances are you've seen a lot of people talking about mascara recently - but it isn't about make-up. People have been using the word to talk about relationships in a way that avoids TikTok's censorship filters. Since the #mascara trend originated less than two weeks ago, it's racked up more than 100 million views.
Case in point, the Meghan Markle-approved drugstore mascara that's so inexpensive: Maybelline Lash Sensational Luscious Mascara, £5.10 (SAVE 49%) / $9.99 that I also have in my beauty bag. (The former actress loved it so much she told her Suits makeup artist about it while on the show - but more on that later.)