The Maybelline family history is deeply intertwined with the foundation and growth of the Maybelline cosmetics company, established by Tom Lyle Williams in 1915. Here's a comprehensive overview based on available sources:
Origins and Founding:
- Tom Lyle Williams founded Maybelline after being inspired by his sister Mabel's beauty hack of using a mixture of Vaseline and coal dust to enhance her eyelashes after an accidental burn. This led to the creation of Lash-Brow-Ine, the precursor to Maybelline Cake Mascara, which was the world's first modern eye cosmetic.Dynamics and Business Growth:
- The Williams family was central to Maybelline's operations, with various family members playing significant roles. Tom Lyle's sister Mabel married Chet Hewes, who handled manufacturing. Their family expanded, with Mabel becoming a loving matriarch known as "Auntie Mabel." Eva, another of TJ and Susan's children, married Ches Haines, who was in charge of transportation at the company.The family's history is rich with tales of love, betrayal, and the pursuit of beauty and perfection, as chronicled by Sharrie Williams, Tom Lyle's great-niece, in her book "The Maybelline Story and the Spirited Family Dynasty Behind It." The narrative includes the family's journey from Morganfield, Kentucky, to the glamour of Hollywood.
Cultural and Historical Context:
- Tom Lyle Williams was a pioneering gay entrepreneur in an era when being openly homosexual could end one's career. His personal life, including his relationship with Emery Shaver, was kept under wraps, reflecting the societal norms of the time. This aspect of his life was largely untold until after his death in 1976.
Legacy and Sale:
- Maybelline remained a family-run business until Tom Lyle sold it to Plough Inc. in 1967, a decision he later regretted. The company is now part of L'Oréal and known as "Maybelline New York."Lyle's legacy was also in branding and marketing, making Maybelline one of the first cosmetics brands to use radio advertisements, before and after photos in ads, and celebrity endorsements.
- Literary Contributions:
- Sharrie Williams, through her book and blog, provides an in-depth look into the family's history, detailing not only the business aspects but also the personal stories that shaped the Maybelline legacy. Her work has been instrumental in preserving the family's story, despite some family members having mixed feelings about the public disclosure of personal details.
Cultural Impact:
- The Maybelline story reflects broader themes of American entrepreneurship, the cultural significance of beauty, and the challenges of maintaining a family business through various economic and social changes.This narrative encapsulates the journey of a family that not only built a cosmetics empire but also navigated the complexities of personal identity, family dynamics, and historical change.
