Noel James Williams, Tom Lyle Williams’ older brother, played a pivotal role in the founding and growth of the Maybelline Company.

Noel James and Frances Allen Williams 1916.

In 1915, when Tom Lyle needed startup capital to launch his mail-order cosmetics venture, Noel provided a critical $500 loan—money he’d saved to marry his childhood sweetheart, Frances Allen. This investment kickstarted Maybelline, and Tom Lyle repaid it within a year, allowing Noel and Frances to wed in 1916. In gratitude, Tom Lyle made Noel vice president of the company, a position he held for life.

Noel was the steady hand to Tom Lyle’s visionary flair. Based in Chicago, where Maybelline was headquartered, Noel managed day-to-day operations while Tom Lyle focused on advertising and expansion, often from his Hollywood base after the 1930s. Noel’s role emphasized stability and responsibility—he ran a tight ship, overseeing the company’s logistics and administration. Family was inseparable from the business for him; he lived near the Maybelline warehouse early on and later moved to a suburban executive home as the company grew. His meticulous nature ensured the company’s operational backbone held firm as it scaled into a national success.

By 1935, Noel and Frances had four kids, Helen, Annette Allen and Richard. Balancing

family life with his executive duties. He worked alongside other relatives, like brother-in-law Ches Haines in transportation, keeping Maybelline a family affair. Even as Tom Lyle innovated with movie-star endorsements and new products, Noel’s grounded leadership in Chicago kept the company humming—crucial to its rise as a cosmetics giant before Tom Lyle sold it in 1967. Sharrie Williams, Noel’s great-niece, often highlights his foundational support and quiet strength as key to Maybelline’s enduring legacy