Wednesday, July 18, 2012


1996 L’Oréal USA, Inc. acquires Maybelline. The company headquarters move to New York City. This new partnership empowers Maybelline to create the newest, most innovative products with top research and development teams and resources. Maybelline is established as a colour authority and technologically advanced products become a company priority.

2000, Maybelline becomes the number one cosmetic brand in the USA.

2001, Maybelline becomes the number one cosmetic brand in Australia.

2002, Maybelline becomes the number one cosmetic brand in the world.

Sex in the City Star, Kirstin Davis is the Face of Maybelline in 2004.
2004, Maybelline officially becomes Maybelline New York, incorporating elements such as the size, style, color and success that give the city its cool, captivating flavor. This new attitude and look combine state-of-the art technology and a keen eye on trends to produce accessible, cutting-edge cosmetics with a cool, urban edge.

Maybelline New York Models include, Christy Turlington, Josie Maran, Adriana Lima, Miranda Kerr, Sarah Michelle Gellar, Melina Kanakaredes, Zhang Ziyi, Siti Nurhaliza, Fasha Sandha, Sheetal Mallar, and Kristin Davis have endorsed Maybelline products. The current faces of Maybelline are Turlington, Julia Stegner, Jessica White, Erin Wasson, Kemp Muhl, Emily DiDonato, Lisalla Montenegro, and Shu Pei. 
Today, Maybelline New York is the number one cosmetic brand globally and is available in over 90 countries worldwide. Our products are carried in virtually every major Australian mass-market retailer including pharmacies, discount stores, supermarkets and cosmetics specialty stores.

As a renowned colour authority, Maybelline New York creates seasonal colour stories with products in the season’s hottest shades. Today, we’re focused on helping women feel more beautiful and recognising their individuality and potential through education and empowerment

Maybelline's image has gone through many incarnations in the last 30 years Linda@youpleasureme44, but as you can see, it's remained a cutting edge cosmetic company for over 97 years.  I'd love your insight on changes you've seen since that first tube of Great Lash Mascara you bought when you were 14.  It's been a pleasure answering your question, "How has Maybelline changed over the last 30 years."  And thank you for being a quest Blogger on the Maybelline Book Blog.

My Best, Sharrie Williams

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