In the 1920's and beyond, Maybelline marketed to the trade, who purchase the product and sold it to the consumer, in their drugstore's.
Today, Maybelline, is owned by L'Oreal of Paris and called Maybelline New York. The Maybelline Brand is still, the biggest make-up Brand in the World. It's roots, began with a $500. loan from Tom Lyle's brother, Noel James Williams, in 1915 and today, is a multi- billion dollar business.
Read all about it in, The Maybelline Story and the Spirited Family Dynasty Behind It.