American cosmetics brand, Maybelline was founded in 1915 by T.L. Williams. When Williams was in his 30’s he noticed that his younger sister, Maybel would often mix coal with Vaseline to define her eyelashes and make them appear darker and fuller. He was inspired by this and created a product called Lash-Brow-Ine in his laboratory, which was later changed to Maybelline. Since then, Maybelline has created numerous other beauty products but has always remained a popular choice for mascara. Maybelline has progressed from humble beginnings to be the most popular cosmetics brand in America.

The company’s slogan is, “Maybe she’s born with it. Maybe it’s Maybelline”. Beauties and inspiring women such as Sarah Michelle Gellar, Miranda Kerr, Adriana Lima and Wonder Woman star, Lynda Carter, have all endorsed Maybelline’s beauty products.