King of Advertising, Tom Lyle Williams
The man who would become a cosmetics giant, Tom Lyle Williams, was aprivate figure who hid from the public because when he launched the Maybelline Co., mascara was deemed the “province of whores and homosexuals.” To protect his family from scandal, and to stay out of view from the scrutiny of the press, Tom Lyle ran his empire from a distance, cloistered behind the gates of his Hollywood Hills Rudolph Valentino Villa. He contracted movie stars to represent him in all forms of media. From the earliest days of silent film he sought Photoplay stars, Viola Dana, Phyllis Haver, and Clara Bow.
Joan Crawford – had her teeth pulled and replaced to have a more beautiful smile and became Maybelline’s spokesperson for years.