|Maybelline ad, 1936|
|1933 Maybelline Ad.|
Tom Llye Williams, Maybelline's founder believed that a woman’s greatest asset was her ability to capture a man’s imagination through her expressive eyes.
Empowered for the first time since the Victorian era, women discovered a passion for imitating stars who exuded sex appeal on the screen.
Maybelline provided an inexpensive eye beautifier that enhanced a woman's sex-appeal while movies mirrored celluloid forgeries professing nonconformity with old world standards. As Movie stars became models for America's changing values, Tom Lyle threw Maybelline in the dime stores in 1933 and as little cosmetic companies fell by the wayside or were bought out by Maybelline, The Maybelline Company went on to be the undisputed giant in its field during the Great Depression.