Sunday, July 3, 2022

The Maybelline Story - Sharrie Williams (Guest) Bridge City News


Interview with Bridge City News, Canada.  

Maybelline started as a little mail order business in the classified section of Movie magazines. Tom Lyle Williams a 19 year boy with a 10th grade education, was an advertising genius. His great niece, Sharrie Williams tells a bit of his story and the great success he became when his little cosmetic company  took off during the Silent Film Era.  

Monday, June 20, 2022

Best kept Beauty Secret

 One of Nana's beauty secrets that kept her amazingly youthful until her death at 77, was hot steam packs. 

            Tom Lyle Williams with his sister-in-law, 65 year old, Evelyn Williams, 1966

I too have been using them for over 30 years and here is why...  Hydroculators are what chiropractors use to relax a patient's tight back after an injury or stress from compression.  Nana had been in a couple of accidents and loved how the hydroculators relaxed not only her back but the stress on her face.  You see, the steam from the pack is able to penetrate so deep it gets blood back into pinched nerves and relaxes them completely.  I have to admit that after lying on my hydroculators or hot steam packs I sleep like a baby and my face shows no stress.  Try it! Maybe this secret will work for you.  Read more about Nana in my book and if you are interested in her beauty secrets, let me know and I'll pass them on.

Friday, June 3, 2022

A Compelling True Story of Success and Intrigue

By Kate Farrell of Kates Reads

“The Maybelline Story and the Spirited Dynasty Behind It”, by Sharrie Williams is a gripping memoir of the cosmetics company and her own family.  It is vintage Hollywood, with all of the glamour, greed, passion and intrigue you would expect.

Tom Lyle, the company’s founder and patriarch of the family, discovers the idea for mascara from an incident with his sister, Mabel.  He turns the idea into a business venture and begins a successful mail-order marketing campaign.  He names the company Maybelline in honor of his sister.  Over the years the business will grow and then reach the brink only to be brought back to success by Lyle’s business and marketing savvy.  He was truly an entrepreneur.

The extended family is filled with interesting and colorful personalities.  Most of them are involved in the company in some shape or form; or at least dependent on their share of the family fortune. How they interact with each other and get tangled up in drama makes for titillating reading.  The author does not seem to have left any skeletons in the closet or stones unturned.

This is a very engaging memoir.  Williams’ writing brings all the players to life and makes the reader anxious to know what happens to them next.  It has all the ingredients for a great piece of fiction but is even better when you realize it all really happened.  A great read!

Thursday, April 14, 2022

A tale of real people finding themselves, dreaming big and never giving up.


    One reason I read is to learn from the experience of others. This is why I loved the Maybelline Story (that and the exciting American history backdrop in Chicago and Hollywood). The characters in this story are vibrant and inspiring. I was swept up into their journey and struggles so much that I read the book in 3 days! I love a book that stirs my emotions enough that I actually care about how the lives of the characters unfold. Some face their demons and move into the light, all find their way. This is a tale of real people finding themselves, dreaming big and never giving up. It screams HBO mini-series all over it.

     I saw a woman reading this book on a recent flight so I took a quick look at it. I spent several hours reading it yesterday and did not want to put it down. It is a real page turner for anyone interested in history, Hollywood glamour, self made men and family drama. It has very little to do with makeup and everything to do with building a business, while the family's dynamics and secrets unfold. I'm sure this will be turned into a movie in the future if it is not already in the works. 

     This was the fastest read I've ever done! The legacy, the story, and the drama behind it kept me intrigued! its a great story about the uprising of the company and the family of Maybelline. Tom Lyle Williams and the story behind him is truly one of a kind!  I would recommend this read to anyone. Can't wait for the movie! Great Read! 


Saturday, March 26, 2022

"How Stuff is Made" @Refinery 29 Great Lash Mascara by Maybelline a cult favorite for over 50 years

 "GREAT LASH" Mascara

Maybelline debuted its "Great Lash Mascara" in 1971. It is still recognized by it's
 Pink and Green Chartreuse packaging inspired by Lilly Pulitzer's vibrant hues and
 prints. It's been a staple on drugstores shelves and in cosmetic bags ever since.
 It has been reported that a "Great Lash Maybelline Mascara," is sold every
1.2 seconds. 

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. 

Surveys taken by Maybelline's marketing team at the time indicated consumers
 didn't consider Maybelline products fashionable, still using the original "Eye" logo.  Updating product colors changed customer perceptions. Especially the teen market

The Lilly Pulitzer Brand was popular with high society. Because Pulitzer was close
 friends with Jackie Kennedy, her designs crowned her "The Queen of Prep." And,
 "Flower Power."

From the inspiration and dedication of Tom Lyle Williams to the the Merchandiser
of Maybelline's new owners,  Schering Plough in 1971, Maybelline's "Great Lash"
has remained an all time favorite Mascara for the last 50 years. 

Tuesday, March 15, 2022

BEFORE AND AFTER - Became Maybelline's signature style in advertising by the late 1930's.

Maybelline not only created stunning new Before and After advertisements, they added eye shadow, pencil and an eyelash grower to their line of cosmetics by the late 1930's. 

Maybelline also innovated "carded merchandising," the brainchild of genius Rags Ragland - who now headed up the marketing department at Maybelline in Chicago. 

Before Maybelline products were placed on a card and hung on a display rack, the original little red and gold box of Maybelline was simple stocked in a box of six and placed on the counter next to the cash register, or hap hazardly mixed in with other random cosmetics someplace in the dime or drugstore. 

With Rags Ragland's brilliant idea of placing Maybelline products on a card and displaying them in strategic locations near the entry of the store, they became easily accessed by impulse buyers and the products remained fully stocked at all times .  Maybelline created many "FIRSTS," in the cosmetic industry that are still used today. 

Sunday, February 27, 2022

The Story Behind the Maybelline Name

The hidden history of Maybelline

By Barbara Spector

Little had been known about cosmetics company founder Tom Lyle Williams and his loving yet fractious family. His grandniece's recently published book brings the story into the open.

If Mabel Williams hadn’t singed the hair off her eyebrows and lashes in a 1915 kitchen fire, there would be no Maybelline eye makeup today. Using a technique she had read about in Photoplay, Mabel mixed ash from a burnt cork with coal dust and Vaseline, then applied it to the missing brows and lashes. One of her brothers, Tom Lyle Williams, was fascinated by Mabel’s concoction and the way it enhanced her eyes. Tom Lyle, a movie buff, realized at that moment that glamour in those early days of Hollywood radiated from actresses’ eyes.

Out of this inspiration a billion-dollar business was born. Tom Lyle—a country boy from western Kentucky who had moved to Chicago to seek his fortune—set out to replicate Mabel’s product, at first with a friend’s chemistry set and then, after the first efforts failed, with the help of a chemist from drug manufacturer Parke-Davis. The product, initially dubbed “Lash-Brow-Ine,” at first was sold by mail order through magazine ads. It was eventually reformulated (after a government crackdown on the ads’ claim that it stimulated brow and lash growth), and the company was named Maybelline in Mabel’s honor.

Today, of course, Maybelline is a household name, and the business—which Tom Lyle sold to Plough Inc. in 1967 and was later acquired by L’Oréal USA Inc.—made the Williams family rich. Yet their fortune couldn’t shield them from discord, heartbreak and tragedy.

Tom Lyle’s grandniece Sharrie Williams, with assistance from publishing entrepreneur Bettie Youngs, has brought her family’s long-hidden story to light in a new book, The Maybelline Story and the Spirited Family Dynasty Behind It, is a page-turner tells the tale of the inspired founder and his loving yet fractious family. It describes how Tom Lyle’s resilient company faced adversity again and again, bouncing back and growing stronger each time. It also examines society’s changing views of women and beauty, and how money can affect family relationships.

Little had been known about Tom Lyle before Sharrie’s book was published.  In 1924, Maybelline ads featuring wholesome silent film star Mildred Davis targeted young ladies who feared makeup would tarnish their image.

Maybelline’s sales actually rose after the 1929 stock market crash (because of its low-priced products, prominent advertising and innovative waterproof makeup). But as the Depression dragged on, eye makeup began to fall out of favor.

In late 1931, Tom Lyle’s fortune disappeared when Chicago Guaranty Trust failed, according to Sharrie’s history of the company. Tom Lyle kept his business afloat via a $30,000 loan from advertising executive Rory Kirkland, which he used to form a distribution network and shift sales of Maybelline products from mail order to drugstores. During World War II, the company released patriotic-themed ads and continued to thrive. Later, Maybelline would become the first cosmetics company to advertise on television.

During Sharrie Williams’ formative years, her views on fashion and beauty were heavily influenced by her grandmother, the alluring and narcissistic Evelyn Boecher Williams—“my stage mother and biggest fan,” as the author describes her. Sharrie was five years old when Evelyn first put Maybelline cosmetics on her face.

To Evelyn, image was everything. “My grandmother was caught up in the illusion and the vanity, the grandiose expectation of how the family should look and act,” Sharrie tells Family Business. “It wasn’t that you were loved unconditionally; my grandmother had a lot of conditions. You had to look a certain way.”

Evelyn married Tom Lyle’s brother Preston—though Preston was married to another woman when they met and wasn’t free to wed Evelyn until after the birth of their son (Sharrie’s father, Bill). Tom Lyle, too, was captivated by Evelyn’s glamour. Preston took her to speakeasies and gambling dens, while Tom Lyle escorted her to elegant events.

“Tom Lyle and Preston held an almost preternatural sense that Evelyn embodied their other halves, while Evelyn split herself in two to accommodate their love,” Sharrie writes.

There was a twist to this love triangle. Although as a teenager Tom Lyle had fathered a son—Cecil, who changed his name to Tom Lyle Williams Jr. and eventually came to work at Maybelline—by the time he met Evelyn he had become conflicted about his sexuality. Tom Lyle adored Evelyn and treasured the idea of family. (He put numerous family members on the Maybelline payroll, though some, like Preston, did little actual work.) But Tom Lyle’s lifelong partner was a man, Emery Shaver, whom he had met before he invented Lash-Brow-Ine, when both worked at Montgomery Ward. Emery subsequently joined Maybelline and created the company’s ad campaigns.

Few people knew the true nature of Tom Lyle and Emery’s relationship, which lasted for 55 years, Sharrie notes in her book: “In public, Tom Lyle preferred to be associated with the female stars he signed for magazine ads.”

According to Sharrie, a faction in her family “was not excited about this book being written” because they didn’t want to publicize Tom Lyle’s sexual orientation. Those family members undoubtedly cringed upon reading the New York Post’s brief writeup on the The Maybelline Story, which bore the sensational headline, “Cosmetics King’s Secret Life.” 

Sharrie says her research for the book—which is rich in reconstructed and imagined dialogue—included poring over old letters, divorce depositions and legal documents. She also had the advantage of having lived among the characters. She knew how they spoke and how they viewed the world—especially Evelyn, who “was a very, very good story-teller.” Sharrie had hoped her grandmother would write an autobiography.

“This book has been in the works for 30 years—since my grandmother died,” Sharrie says.

Evelyn and Preston’s relationship was troubled from the start. Preston, a World War I veteran who suffered from post-traumatic stress, drank too much and was prone to rage. After a stay at the Mayo Clinic for stomach pains, he traveled to Los Angeles, ostensibly to recover in warm weather, leaving Evelyn and his son behind. While in California, he worked briefly on film sets, drank and caroused heavily. He also took up with an Argentinean woman who spoke very little English and, unbeknownst to Evelyn, had a son with her. (Tom Lyle supported his brother’s mistress and her baby with Maybelline money.) Preston and Evelyn had several cross-country reconciliations, most orchestrated by Tom Lyle; she eventually joined him in California. Though their reconciliations were short-lived, the couple remained married until Preston’s death at age 37 in 1936. 

Tom Lyle and Emery, who first visited California at Preston’s urging, moved there permanently in 1934 to live in privacy. Congress had drafted two bills to scrutinize the cosmetics industry and purge it of “homosexual influences.” From Los Angeles, Tom Lyle sought new stars to model Maybelline cosmetics, while his brother Noel and ad man “Rags” Ragland ran the company from Chicago.

In late 1950, Maybelline—by now the world’s largest private cosmetics company—was threatened by the specter of a government investigation under a new anti-monopoly law. Tom Lyle also feared his lifestyle would become fodder for the House Un-American Activities Committee. He responded to the threats by restructuring Maybelline and creating a second company, Deluxe Mascara, that would be run as a separate business to handle mascara production, with Mabel’s husband, Chet Hewes, as the sole owner.

After Noel died in 1951, Tom Lyle incorporated Maybelline and named his family members as stockholders. In 1954, he gave each family member preferred cumulative stock in the Maybelline Co., raising their annual dividends.

When Noel’s son Allen declined the offer of an executive position at Maybelline, Tom Lyle feared a power shift because Ragland had three college-age sons, according to Sharrie’s account. Tom Lyle instituted a policy to prevent any family members—his or anyone else’s—from entering the business, with the exception of Chet and Mabel’s son at Deluxe Mascara. Thus, the family’s fate was sealed.

When Emery Shaver died in 1965, Tom Lyle fell into depression and decided to sell Maybelline. After the 1967 sale of the company to Plough Inc., the founder—who “never bought anything he couldn’t pay for on the spot,” according to his grandniece—wrote letters to his family urging them to invest conservatively. They didn’t heed his warnings. “Existence for the Maybelline heirs became a consumer free-for-all, a feeding frenzy,” Sharrie writes. When Plough merged with Schering, each stockholder received 1.32 shares of Schering for every share of Plough, making the family even wealthier. 

Noel, Mabel and other members of the Williams family had stable, long-term marriages. But Sharrie Williams’ parents, Bill and Pauline, had a tumultuous relationship that echoed that of Bill’s parents, Preston and Evelyn. Pauline, whose father ran the construction department and other units at MGM Studios, met Bill Williams in high school. Many factors lay behind their unhappiness: Evelyn’s disapproval of Pauline, Pauline’s depression and pill-popping, and Bill’s drinking and philandering. Although they renewed their vows two times, their marriage ended in an acrimonious divorce. (Bill, who according to his daughter was pursued by “gold-digger women,” remarried twice.)

Two generations of dysfunctional family dynamics took their toll on Sharrie,

Monday, February 7, 2022

Celebrating Black History month, with Maybelline's first Black model, Je'Taun M. Taylor

Je'Taun M. Taylor ; Maiden name Je T'Aime Mason (origin of French word Je T'Aime, meaning "I Love You".)  She was born and raised in Chicago, IL at Cook County Hospital on August 8, 1923. Je'Taun was a very gorgeous, respectable, talented lady with a beautiful soul that shined through her heart of Gold. Her ample wittiness, and extremely broad sense of humor is what made her one of a kind. Je'Taun was all about succeeding and conquering your dreams.

Her vivacious spirit, and distinguished determination is what led to her success, but her strong faith, willingness to give, and readiness to learn is what grounded her foundation and legacy. In the late 1930's Je'Taun attended cosmetology school as well as receiving a certificate in Real Estate, while also venturing off into her own endeavors intending to capitalize off of her business ventures.

Some of those ventures included modeling. She also enjoyed altering and modeling clothes. During that time period it was very hard, especially as a woman, to be recognized, considered, or even taken serious due to not only the societies cliche' about how they portrayed women at the time, but as well as characteristic's as simple as the color of her skin. She had to fight for what she wanted. She often stated that she had to be unique in an indifferent world, she had to make a difference, do something that made a statement, and make her mark in this world. She always talked about the promise land...I'm guessing it refers to all the sacred and anointed blessings God has promised each and every one of us

 We all have our own unique gifts and talents that He only gave to us. While doing so she also made all her loved ones a believer of Christ, with a hopeful future. She grew up in a Christian home. Her grandmother, Ruth Brown, was a Christian Science Minister. Je'Taun carried her grandmothers strong christian faith on through many generations. She gave everyone she came into contact with hope, chance, encouragement, wisdom, and unconditional love just as God does.

While yet building her modeling career, She had her first child Janice Jackson in 1941. Soon after starting her career, she gained a promising future in modeling with the well known makeup company Maybelline. She was ecstatic to form such a promising future doing exactly what she had wanted to do. She took great joy in modeling for Maybelline. Her career continued to advance with Maybelline, as well as the few business ventures she did with Christian Dior. After becoming a bit more successful She then met and married Henry C. Taylor the Vice President of REO movers and van lines, Inc in Chicago, IL. Henry C. Taylor was the brother of Robert Rochon Taylor, 

Taylor, Robert Rochon (1899–1957) | The Black Past: Remembered and Reclaimed  The first African American Chairmen of Chicago Public Housing who is the great-grandfather of 

Valerie Jarrett (Senior Advisor of President Obama), and son of 

Robert Robinson Taylor Robert Robinson Taylor - Wikipedia, the free encyclopedia   the First African American Architect to Graduate MIT.

 After they married she then had her last two children Cherie J. Taylor in 1953 and Joseph Taylor in 1960 her oldest being 12 at the time. All while raising her three children, helping to keep up a household she still managed to pursue her modeling career. She continued modeling until shortly after the death of her 6 month old son in 1961 due to pneumonia. Proceeding her mourning she discontinued her modeling career and decided to dedicate her career path to Realty, so she could spend more time with her family and children. Her husbands business had became very successful during that time, so after working for Travis Realty Group in Chicago, IL for a little under a decade, her first grandchild La'Shaun M. Taylor was born in 1971, where Je'Taun then decided to retire her busy career life at the age of 48 and became a successful stay at home mom. Her and Henry traveled a lot and continued to raise their grandchildren, and her great grandchildren, while continuing to teach and apply the same methods she learned during her successful career path.

 After a few years of success with the REO business Henry then sold his proportion in the business, retired and bought a lounge named The Hide Away in Vandalia, Michigan where he and Je'Taun bought a retirement home in Three Rivers, Michigan. In 1984 Je'Taun suffered another loss of her oldest daughter Janice Jackson due to a tragic house fire. Despite her continuous trials and tribulations, Je'Taun still managed to find beauty in the ashes.

 She lived by the famous Bible scripture "Weeping may endure for the night, but Joy cometh in the morning" -Psalm 30:5... 

Proceeding Janice's tragic death 3 short years after Je'Taun and the Taylor family received another heart wrenching loss. Henry C. Taylor passed away on February 16th 1987 two days before his 75th birthday due to a heart attack. Leaving only Je'Taun, her daughter Cherie, her grandchild La'Shaun and great-granddaughter Joyce J. Taylor here with us. The Taylor family decided to stick together.

 They stayed in Michigan for another decade where her great grandchild La'Shaun married and had 5 children. In 2003 Je'Taun and the Taylor Family proceeded to move back to Her home state in Chicago IL. where they moved into a southern suburb and continued to make ends meet. While raising her grandchildren,

 Je'Taun passed down her many talented gifts such as sewing, modeling, making clothes, designing, and her many cosmetology tatics. She always said don't show the world what you been through by how you look, show them with actions...always look your best, forgive never forget, and love conquers all sin.

She left behind unforgettable lessons and a golden legacy to live by. In 2008 at the age of 85, Je'Taun suffered from a stroke that left her paralyzed on the whole right side of her body.

 Thus, causing her grandchildren to step up and extend the same love that was once given. Although some of her independence was altered, her grandchildren still often caught her applying her makeup and perming her hair. 
 After 5 years of enduring the effects that the stroke caused, on September 12, 2013 Je'Taun proceeded in passing onto a better place.

 She leaves behind her daughter Cherie Taylor, her grand daughters La'Shaun Taylor, Michia Casebier and Kimberly Hicks, as well as her great-grandchildren Joyce Taylor, Antonio Taylor, Charde' Haynes-Taylor, Chane' Haynes-Taylor, Thomeshia Muse, Jadai Echols, and Juanita Echols who all reside in Chicago IL as of 2016.  

 Lessons she passed on--- Stand up and make a name for yourself! Capitalize off your talents. She lived by love, and always kept the faith and respect of Jesus Christ no matter how burdened the suffering. One thing she often said that we all should live by is: You can have it all, then lose it all, and then you'll have nothing...but as long as you keep God you'll always have everything.

Saturday, January 22, 2022

The Maybelline Story centers on the life of Maybelline Cosmetics founder Tom Lyle Williams, during their time in Kentucky, Chicago and Hollywood


The Maybelline family kids, 1934 .


Tom Lyle Williams wanted every woman to be able to afford Maybelline at a sensible price. The Maybelline Story captures the readers imagination while spinning through a century of history.

A fun look at the early days of Maybelline advertising and the people behind the name who either are softened by the years or are made more brittle by strife. The Maybelline story is an honest interpretation, a true story of how a brand has become so deeply integrated into society.

The Maybelline Story pulls off the difficult task of creating distinctive voices of Characters spread across the last century. A moving emotional memoir with a moral lesson to be learned at the end.

Friday, January 7, 2022

Williams created the first Maybelline mascara using petroleum jelly, coal dust, and ashes of a burnt cork

@VintageNews Thomas Lyle 

 Domagoj Valjak Story taken directly
 from The Maybelline Story
Maybelline, currently known as Maybelline New York, is one of the most famous makeup brands in the world. In recent decades it has been publicly represented by numerous celebrities, including Miranda Kerr, Sarah Michelle Gellar, Jessica White, Kristin Davis, and Adriana Lima. Maybelline New York is now a subsidiary of the French cosmetics giant L’Oreal, but it was once an independent makeup company. It was founded in 1915 by a young entrepreneur named Thomas Lyle Williams, who created the very first American mascara.

Williams was born in Morganfield, Kentucky, in 1896 and moved to Chicago in the early 1910s. He briefly worked for Montgomery Ward, a company that printed mail-order catalogs and shipped products to customers across the United States, but his dream was to found his own mail-order company. He spent most of his free time trying to invent some new product which would be appealing enough to jump-start his business. He never planned on inventing a new product; the revolutionary idea of a mascara came to him after his sister suffered an accident.

In early 1915, Williams’ sister Mabel burned her eyebrows and eyelashes after her kitchen stove caught fire. After she extinguished the fire, she was very keen on hiding the fact that her eyebrows and eyelashes were nonexistent.

Williams watched her as she applied some of her homemade cosmetics, a dark paste made from petroleum jelly, some coal dust, and ashes left over from a burnt cork. He was surprised to see that Mabel actually succeeded in creating fashionable fake eyebrows and even concealing her scorched eyelashes. His sister inspired him to try and perfect her makeshift paste and sell it to women across the nation.
Thomas Lyle “Tom” Williams, Sr at 18 years old
That same year, Williams founded Maybelline Laboratories, a company that he named in honor of his resourceful sister. His first product was called the “Lash-Brow” and was made from similar ingredients to the ones used by his sister. He managed to sell some of it via mail order, but the product wasn’t very successful, because Williams lacked the knowledge of chemistry required to create a neutral fragrance and to make the paste water-resistant. However, he soon teamed up with a local drug manufacturer who added several chemicals and helped him fix these problems.

1920 ad for Maybelline.
This new and perfected product was called simply “Maybelline” and was advertised as “the first modern eye cosmetic for everyday use.” It was essentially a cake eyelash coupled with an eyebrow beautifier. When Williams started selling Maybelline, he didn’t know what to expect and was surprised to see that many women across the country fell in love with the product. By the early 1920s, his company was making astronomical amounts of money and he became known as a clever entrepreneur and a respected businessman.

Ad for Maybelline eyebrow and eyelash darkener with actress Ethel Clayton, on page 116 of the January 1922 Photoplay
In 1929, Maybelline Laboratories introduced a new line of cosmetics that featured eyeshadow and eyebrow pencils. This new line was an instant success and only proved that Williams was a true visionary of makeup cosmetics. In the late 1920s and early 1930s, Maybelline products were promoted by Hollywood divas such as Phyllis Haver, Ethel Clayton, Viola Dana, and Ruth Roland.
Williams enjoyed a life of luxury and success: After World War II, he and his life partner, Emery Shaver, moved into a grandiose mansion in the Hollywood Hills previously owned by the late film star and pop idol
Rudolph Valentino.

Thomas Lyle Williams Sr with his 14-year-old son, Thomas Lyle Williams Jr., in 1926
Maybelline Laboratories continued progressing as their international joint venture. Sadly, Shaver died in 1964, just after Maybelline Ultra Lash became the first internationally mass-produced makeup utility. Although business was booming, the grief-stricken Williams grew increasingly depressed and finally sold the company in 1967, three years after the death of his partner.
Joan Crawford from Modern Screen, January 1946, Maybelline advertisement, photography by Paul Hesse
The company was purchased by Plough Inc., a company from Memphis, Tennessee, which is nowadays known as Schering-Plough. Plough Inc. owned the company until 1990 and then sold it to Wasserstein Perella & Co., a New York-based investment firm whose marketing team invented the advertising slogan “(Maybe she’s born with it.) Maybe it’s Maybelline.” in 1991. The slogan is still used to advertise the brand and is instantly recognizable across the world. In 1996, Wasserstein Perella & Co. sold the company to its present owner, L’Oreal.
Thomas Lyle Williams died in 1976 and was buried next to Shaver at Forest Lawn Memorial Park in Glendale. Although he sold his company and quietly quit the business of makeup manufacture, he will always be known as the creator of the revolutionary Maybelline mascara.