Bill Williams, born William Preston Williams Jr. in 1923, was the nephew of Tom Lyle Williams, the founder of Maybelline.

William Preston Williams Jr. Evelyn Frances Williams  Tom Lyle Williams and Emery Shaver 1934, Chicago 

The son of William Preston Williams and Evelyn Frances Williams, Bill grew up deeply connected to the Maybelline family saga. 

After William Preston Williams Sr early death in 1936, Bill spent much of his childhood in California, often at his uncle Tom Lyle’s Villa Valentino in the Hollywood Hills. This lavish estate, purchased from Rudolph Valentino in 1926, became a backdrop for Bill’s early years, surrounded by glamour, custom Packards, and the buzz of the cosmetics empire.

Bill’s passion for cars blossomed there, sparked by rides with Tom Lyle in a 1940 Packard 120 Convertible Victoria down Sunset Boulevard to sign movie-star contracts for Maybelline ads. This love affair with classic cars defined much of his life—he later owned treasures like a 1963 Lincoln Continental and a 1968 Ford Shelby Mustang GT 500, reflecting the Rat Pack swagger he admired. A memorable encounter with Frank Sinatra at Palm Springs airport in 1982 saw Bill sharing champagne from his limo stash, toasting with his idol.

Though not directly involved in Maybelline’s operations, Bill carried the family’s legacy through his charisma and zest for life. 

Married to Pauline Mac Donald and later Gloria Rosan, Bill lived vibrantly until his death in 2006, leaving a legacy of car enthusiasm and Maybelline lore, chronicled by his daughter, Sharrie Williams, in The Maybelline Story. 

 Tom Lyle Williams, the founder of Maybelline, had a close relationship with his nephew, Bill Williams (often referred to as "Billy" or "Bill" in family accounts). Bill was the son of Tom Lyle'sThe son of William Preston Williams and Evelyn Frances Williams, Bill grew up deeply connected his Uncle after his father's early death. Their bond was shaped by family ties, shared experiences, and Bill's exposure to Tom Lyle's glamorous lifestyle, which significantly influenced Bill's interests and personality.

Bill spent much of his childhood visiting and staying with his uncle at the Villa Valentino, Tom Lyle's luxurious Hollywood Hills estate, which was originally owned by silent film star Rudolph Valentino. This time together fostered a deep connection between them. Tom Lyle, a private yet generous man, provided Bill with a window into a world of beauty, wealth, and creativity. Bill developed a lifelong passion for classic cars, particularly convertibles, which was inspired by his uncle's own love for custom-designed vehicles, such as the 1939 Packard 120 Convertible Victoria that Tom Lyle kept at the Villa. Bill's favorite car, a 1977  Clenet.  was a reflection of this influence, and he went on to collect and sell many classic cars throughout his life.

Their relationship was also marked by shared leisure activities. At the Villa Valentino, Tom Lyle and Bill enjoyed swimming in the Olympic-sized pool, playing badminton, and spending time in the Hawaiian-themed game room, where they’d drop dimes into a slot machine. These moments highlight a playful, familial dynamic, with Tom Lyle acting as both a mentor and a fun-loving uncle. Bill’s exposure to this environment, filled with Hollywood glamour and Maybelline’s advertising legacy, left a lasting impression on him.

Tom Lyle’s generosity extended to his family, including Bill. When he sold Maybelline to Plough Inc. in 1967, he ensured that stockholding family members, including Bill’s branch of the family, benefited financially, further cementing his role as a supportive figure. While specific details about their day-to-day interactions are limited, it’s clear that Bill admired his uncle and was shaped by the time they spent together, particularly during his formative years at the Villa Valentino. This relationship blended familial affection with a shared appreciation for beauty, style, and the finer things in life.

Emery Shaver was a pivotal figure in the history of the Maybelline Company, serving as the creative and advertising genius

Emery Shaver helped transform it from a small mail-order operation into a global cosmetics powerhouse.

Tom Lyle Williams and Emery Shaver

Emery Shaver, Arnold Anderson and TL Williams 

Born in 1903, Emery met Tom Lyle Williams Sr., Maybelline’s founder, in Chicago during the early 1920s, when both were young men navigating the city’s vibrant commercial scene. Their partnership—both professional and personal—became the backbone of Maybelline’s success, with Emery’s innovative promotional strategies complementing Tom Lyle’s entrepreneurial vision.

Emery joined Maybelline in its nascent years, shortly after Tom Lyle launched the company in 1915 inspired by his sister Mabel’s homemade lash-darkening mixture. By the 1920s, Emery quickly became Tom Lyle’s right-hand man. His talent lay in crafting compelling ad campaigns that tapped into the cultural shifts of the time—particularly the growing independence of women and the glamour of Hollywood.

Emery pioneered Maybelline’s iconic print advertisements, featuring endorsements from silent film stars like Ethel Clayton, Gloria Swanson, and Viola Dana. These campaigns, often placed in movie magazines and women’s publications, positioned Maybelline mascara as an affordable luxury, democratizing beauty for the masses.

Beyond advertising, Emery played a key role in product expansion and branding. When Maybelline introduced its first eyelash and eyebrow makeup in cake form in 1917, followed by innovations like the 10-cent mascara tube with a brush in the 1930s, Emery’s flair for promotion ensured these products reached a wide audience. His slogans and visuals—like the famous “Eyes That Charm” campaign—cemented Maybelline’s reputation as a leader in eye cosmetics. He also helped navigate the company through the Great Depression, using radio advertising and drugstore distribution to maintain growth when competitors faltered.

Emery’s influence extended to the company’s operational structure. As Tom Lyle’s partner in both business and life (the two shared a close, lifelong relationship often described discreetly in family accounts due public scrutiny. His strategic input was crucial during the company’s international expansion in the 1940s and 1950s, when Maybelline entered markets in Europe and Latin America. By the time television emerged, Emery adapted again, crafting early TV spots that kept Maybelline ahead of the curve.

His death in 1964 from a heart attack marked a turning point for Maybelline. Tom Lyle, devastated by the loss and nearing his own retirement, sold the company to Plough Inc. in 1967 for $135 million—a decision influenced heavily by Emery’s absence. The sale ended the Williams family’s direct control, though it secured their financial legacy.

In Maybelline’s history, Tom Lyle Williams known as the King of Advertising, and his partner, Emery Shaver, were remembered as the mastermind's behind the brand and market dominance. While Tom Lyle provided the initial spark and business acumen, Emery’s creative brilliance and relentless work ethic helped propel Maybelline into the cultural zeitgeist, making it a household name long before its acquisition by L’Oréal in 1996. His contributions, though sometimes overshadowed by the Williams family narrative, were indispensable to the company’s rise.

William Haines and Jimmy Shields - the happiest marriage in Hollywood.

William Haines and Jimmy Shields, openly flaunted their relationship in Hollywood for almost 50 years.

Jimmy Shields, on the left, husband of actor/decorator, William Haines, second on left. Joan Crawford, (in the middle,) and the two men maintained a lifelong friendship, and Joan called them "the happiest married couple in Hollywood." Haines and Shields were together 47 years.

William Haines' career was cut short by MGM Studios due to his refusal to deny his homosexuality. Haines never returned to film and instead started a successful interior design business with his life

partner Jimmy Shields.

Harlow in Hollywood, authors Mark Vieira and Darrell Rooney (middle); Cafe Trocadero 1935: Edith Gwynne Wilkerson (wife of Trocadero owner Billy Wilkerson), Jean Harlow, William Powell, William Haines' lover Jimmy Shields (standing), Anderson Lawler, unidentified man (standing), William Haines, Edith's sister Marge (bottom)

Billy Haines.

Billy Haines, fell in love with his stand-in, Jimmy Shields, and they moved in together in 1923, a move that destroyed his acting career.

                       Billy Haines and Clair Windsor.

 Although the Hollywood system at the time put pressure on gay actors to provide an 'acceptable' public image by marrying, Haines turned down an offer of marriage from Joan Crawford who was then still hoping to be a rising star. In 1930 Haines and Jimmy Shields bought an antique shop and developed their interest in interior design by giving free advice to their Hollywood customers and friends.

Jimmy Shields, committed suicide a few months after William Haines, death after almost 50 years together.

Joan Crawford, a close friend of Tom Lyle Williams and Emery Shaver, as well as William Haines and Jimmy Shields, introduced the two couples.  Tom Lyle opened an antique store in Beverly Hills, for Emery, where he could meet celebrities, outside the Villa Valentino.  Tom Lyle, preferred a secluded life inside the Villa.  Haines and Shields had a hand in decorating The Villa Valentino, after it's remodel in the late 1930's. 

William Haines and Joan Crawford - Spring Fever, Real life besties William Haines and Joan Crawford share a cute scene in 1927's "Spring Fever".

William Haines, Hollywood's First Openly Gay Star, talks about his 45 year relationship with Jimmy Shields

Tom Lyle Williams founder of Maybelline cosmetic company and Emery in 1937  Calif

Read more about William Haines and Jimmy Shields friendship with Tom Lyle and Emery, in The Maybelline Story. 

Struggle being Gay in Hollywood during the last 100 years

Gay Life in in Hollywood 1920s through 2022.

Sharrie Williams, Author of the Maybelline Story.

During the 1920s, also known as the "Roaring Twenties," there was a significant cultural shift in the United States and many other parts of the world. This was a time of great social and political change, and the gay community was no exception.

While homosexuality was still stigmatized and criminalized in many places during the 1920s, there were also some significant developments for the gay community. In particular, the 1920s saw the emergence of a visible and organized gay subculture in major cities such as New York, Paris, and Berlin.

In the United States, the 1920s marked the beginning of the "Harlem Renaissance," a period of great artistic and cultural flowering among African Americans in Harlem, New York. This was also a time of increased visibility and acceptance for the gay community in Harlem, as many LGBTQ+ people found a sense of belonging and support within the Harlem Renaissance's artistic and intellectual circles.

Despite this increased visibility and acceptance, however, homosexuality was still largely taboo and criminalized during the 1920s. Many LGBTQ+ people lived their lives in secret, and those who were open about their sexual orientation or gender identity often faced discrimination and persecution.

Overall, the 1920s were a time of great change and cultural upheaval for the LGBTQ+ community, with both challenges and opportunities.

Gay life in 1930s Hollywood 

Tom Lyle Williams Christmas of 1967. Shortly after selling the Maybelline Co. To Plough Inc.

Life for gay people in 1930s Hollywood was likely very difficult, as homosexuality was not widely accepted or understood at the time. Many gay people in Hollywood during this period likely had to keep their sexual orientation hidden in order to protect their careers and personal lives. There were no openly gay celebrities in Hollywood during the 1930s, and it was common for gay people in the entertainment industry to be closeted for fear of being ostracized or discriminated against. This often meant leading a double life, as many gay people in Hollywood during this time were forced to marry people of the opposite sex in order to maintain the appearance of conformity.

Hollywood in the 1940s was a difficult place for gay men and women. The film industry was extremely homophobic, and many people in the industry remained in the closet for fear of being ostracized or losing their careers. It was a time when homosexuality was heavily stigmatized and discriminated against, and there was a great deal of fear and misunderstanding about it. Many gay people in Hollywood lived secret lives and kept their sexuality hidden from the public. It was not uncommon for studios to insist that actors and actresses hide their homosexuality or face blacklisting. Despite the difficulties, there were a few openly gay people in Hollywood during this time, including actresses Tallulah Bankhead and Alla Nazimova, and actor William Haines.

Conditions for gay people in Hollywood did not improve significantly in the 1950s. Homophobia and discrimination were still widespread, and many gay people in the film industry continued to hide their sexuality for fear of losing their careers. In the 1950s, the Hollywood blacklist was in effect, and many people in the film industry were accused of being communists or having communist sympathies. This blacklist also targeted gay people, and many were blacklisted or forced to leave the industry because of their sexuality. Despite the challenges, there were a few openly gay people in Hollywood during this time, including actors Rock Hudson and Montgomery Clift, and director James Whale.

 The 1960s were a time of significant social and cultural change, and this included greater acceptance of homosexuality. However, gay people in the United States still faced a great deal of discrimination and legal challenges. Homosexuality was classified as a mental illness by the American Psychiatric Association until 1973, and many states had laws that criminalized homosexuality. In Hollywood, gay people were still largely closeted, and there was a great deal of fear and stigma surrounding homosexuality in the film industry. Despite these challenges, the 1960s were also a time of growing visibility and activism for the gay rights movement. The Stonewall riots in 1969, in which gay people fought back against police harassment at a gay bar in New York City, are widely considered to be the beginning of the modern gay rights movement.

The 1970s were a time of significant social and cultural change, and this was especially true in Hollywood. While the film industry has always been home to a diverse range of people, the 1970s saw the emergence of a visible and influential gay community in Hollywood.

During this time, many gay actors, writers, and other industry professionals were able to be more open about their sexual orientation than ever before. This was due in part to the increasing acceptance of LGBTQ+ people in mainstream society, as well as to the efforts of gay rights activists who worked to promote visibility and acceptance.

However, it was still a difficult time for many LGBTQ+ people in Hollywood and beyond. Homosexuality was only fully legalized in the United States in 2003, and many gay people faced discrimination, marginalization, and even violence.

Despite these challenges, the gay community in Hollywood played a vital role in shaping the cultural landscape of the 1970s and beyond. Through their work in film, television, and other media, they helped to bring LGBTQ+ issues to the forefront of public consciousness and worked to create a more inclusive and accepting society.

The 1980s were a time of significant change for the gay community in Hollywood and beyond. While the 1970s had seen the emergence of a visible and influential gay community in the film industry, the 1980s saw the continuation of this trend and the growth of a more vocal and activist gay community.

During this time, many gay actors, writers, and other industry professionals were able to be more open about their sexual orientation than ever before, and there were a number of high-profile individuals who came out publicly during this decade. This increased visibility helped to promote greater understanding and acceptance of LGBTQ+ people, and many gay rights organizations were founded or gained greater prominence during this time.

However, the 1980s were also a time of significant challenges for the gay community. The HIV/AIDS crisis, which began in the 1970s, continued to have a devastating impact on the gay community, and many people lost their lives to the disease. In addition, LGBTQ+ people continued to face discrimination, marginalization, and violence, and there were several instances of violent attacks against gay individuals during this decade.

Despite these challenges, the gay community in Hollywood continued to thrive and make a significant impact on the cultural landscape of the 1980s. Through their work in film, television, and other media, they helped to bring LGBTQ+ issues to the forefront of public consciousness and worked to create a more inclusive and accepting society.

The 1990s were a time of significant change for the gay community in Hollywood and beyond. While the 1980s had seen the continuation of the trend of increased visibility and activism among LGBTQ+ people, the 1990s saw the further growth of a more vocal and politically active gay community.

During this time, many gay actors, writers, and other industry professionals were able to be more open about their sexual orientation than ever before, and there were a number of high-profile individuals who came out publicly during this decade. This increased visibility helped to promote greater understanding and acceptance of LGBTQ+ people, and many gay rights organizations continued to work towards equality and acceptance.

In addition, the 1990s saw a number of significant legal and political victories for the gay community. The "Don't Ask, Don't Tell" policy, which had prohibited openly gay individuals from serving in the military, was repealed in 2011, and the Defense of Marriage Act, which had defined marriage as between a man and a woman, was struck down in 2015.

Despite these victories, the gay community in Hollywood and beyond continued to face significant challenges. The HIV/AIDS crisis, which had had a devastating impact on the community in the 1980s, continued to be a major issue, and LGBTQ+ people continued to face discrimination and violence.

Overall, the 1990s were a time of significant progress for the gay community in Hollywood and beyond, as they worked towards greater acceptance and equality

The 2000s were a time of significant progress for the gay community in Hollywood and beyond. While the 1990s had seen the growth of a more vocal and politically active gay community, the 2000s saw the continuation of this trend and the further advancement of LGBTQ+ rights.

Hollywood Gay life in the 21 Century 

During this time, many gay actors, writers, and other industry professionals were able to be more open about their sexual orientation than ever before, and there were a number of high-profile individuals who came out publicly during this decade. This increased visibility helped to promote greater understanding and acceptance of LGBTQ+ people, and many gay rights organizations continued to work towards equality and acceptance.

In addition, the 2000s saw a number of significant legal and political victories for the gay community. The "Don't Ask, Don't Tell" policy, which had prohibited openly gay individuals from serving in the military, was repealed in 2011, and the Defense of Marriage Act, which had defined marriage as between a man and a woman, was struck down in 2015. These and other victories helped to create a more inclusive and equal society for LGBTQ+ people.

Despite these victories, the gay community in Hollywood and beyond continued to face challenges. LGBTQ+ people continued to experience discrimination and violence, and the HIV/AIDS crisis remained a significant issue.

Overall, the 2000s were a time of significant progress for the gay community in Hollywood and beyond, as they worked towards greater acceptance and equality.

What can readers take away from The Maybelline Story and the Spirited Family Dynasty Behind It.

Why did you write the Maybelline Story

It's been a long process.  My grandmother began telling me the Maybelline story when I was a young girl and the seed was planted.

Nana, Evelyn Williams

After her death I was determined to finish it.  I knew that if I didn’t tell the story it would be lost forever. The Maybelline Story is a thread in the fabric of American history and a big part of vintage Hollywood glamour.  I also wanted my great uncle, Tom Lyle Williams, the founder of the Maybelline Company to be remembered for his tremendous contribution to the Cosmetic industry as well.  

Growing up with a great uncle who made my life so magical.  It wasn't about the money;   It was about being so close with my cousins and the fun of sharing our excitement as the Maybelline grew into a global giant.  Now as an older woman I hope to give back some of the wisdom and strength I gained ridding this roller coaster experience.

My dad, Nana, Uncle Lyle and Emery Shaver sitting down

My grandmother, Evelyn Williams was married to Tom Lyle's brother Preston, my grandfather.  After Preston's death, at only 37 years of age, she and my 12-year-old father followed Tom Lyle from Chicago to California.  The three of them remained extremely close and loved to talk about the good old days when Maybelline was a little mail order business sold through the classifieds in Movie magazines.  I was so fascinated by their stories as a little girl that all I wanted to do was hear more, as often as possible.  Soon I became my grandmother’s little protege and eventually her little clone.  So yes I was indoctrinated at an early age with the rules of the game, the family dynamics and I did know and appreciate the tremendous contribution Tom Lyle bestowed on women and the world of beauty. 

What advice can you give others who want to follow in your uncle’s shoes? For the underdogs.

Tom Lyle Williams was the biggest underdog of all, of course.  That's what the Maybelline Story is all about.  He started out with nothing more than a good idea, lots of determination and a $500 loan from his brother and turned it into a worldwide brand.  It's all about building your brand and your reputation.  Brands come and go if it's not built on integrity.  Like doing a blog...It takes about three years before you really see results and during that time, you develop discipline and determination, or you give up and never see the results of your labor.  As my great uncle would say... It's easy to be excited and happy when it's new and easy... the true test of success, is keeping the momentum going during the down cycles.  If you believe in your project, you have to keep going even though it might take years.  It took me 20 years to get published and I wanted to give up and burn my manuscript all the time.  When I least expected it, the miracle happened and now the energy I put forth building that momentum is expanding the blog and my voice into the world - Because I never gave up.

What is this book about? Is there anything in this book that you did not publish? Care to share?

The Maybelline story is about a young 19-year-old entrepreneur who rides the ups and downs of life while building a little company called Maybelline. The book is a rags to riches story with an interesting twist in the end you won't forget.

Who are your greatest influences and why?

My father Bill Williams was Tom Lyle's nephew and godson. He grew up at the Villa Valentino in Hollywood where he learned the secrets to his uncle’s great success.  My father was an extremely talented interior designer and builder.  When my home burned down in the 1993 Laguna Beach, California Firestorm I lost everything because I wasn't home.  I wanted to give up and die, but it was my father who held me together and helped me get back on my feet.  I thrived because of his determination to see me overcome my doubts and succeed.  He designed and helped me rebuild my home.  He also helped me research and write my book.  I learned so much from him and now carry that spirit of “Yes I can!” with me to pass onto the next generation.  

What will readers take from this great read?

They will be inspired to believe anything is possible if they  keep going and never give up. 

What was the best advice your uncle or mother gave you about beauty?

My mother believed that beauty was an inside job.  That who you are inside is reflected on your face.  You see beautiful young girls turn into nasty middle-aged women and bitter old ladies.  All the Maybelline in the world can't cover up the truth of who you are inside.  If a woman doesn't grow, change and accept life she will remain a spoiled unattractive child in an aging body.  All women must work on their attitude and mature within to keep their youthful effervescent beauty into old age.   Like the saying goes, Maybe She's born with it... Maybe it's Maybelline.

Describe your best achievement with your family name and without?

My best achievement with the Maybelline name so far, is writing my book and becoming a positive role model for women who want to achieve their goals.  It's not about make-up for me anymore; it's way beyond make-up.   Without the Maybelline name, my biggest achievement is being Mom and Nana and a positive role model for my family I grow into old age.  

Evelyn Williams (Nana), Bill Williams (my dad), Sharrie Williams (me)Tom Lyle Williams (my great uncle) 1965

 favorite childhood memory

Going up to my great uncle's home in Bel Air California with my family and playing with him in the pool.  I remember he was such an unassuming man that he'd actually wear swim trunks pinned at the waist because the elastic had stretched out.  Here was a man who could afford the best and yet was so comfortable with himself around his family; he didn't need to show off.  On the other hand he was so generous that he gave millions to them after the sale of the Maybelline Company in December of 1967.

Rudolph Valentino's statue, "Aspiration" is still inspiring us to achieve our ambitions

The Villa Valentino, 1938. Chet Hewes, Ches Hains, Eva Williams Haines, Tom Lyle Williams, Mabel Williams Hewes.

An interesting article found in Tom Lyle Williams, sister, Eva's, archives has recently surfaced and was sent to me by her grandson, Jerry Westhouse. I've added pictures for my readers enjoyment. 

Tom Lyle Williams and Emery Shaver at the Villa Valentino in 1935, standing in front of Tom Lyle's, 1934 Packard

The statue, "Aspiration" was created in honor of Rudolph Valentino in 1930. Four years after his untimely death in 1926.  When Tom Lyle Williams purchased the Villa Valentino, in the Hollywood Hills, he had a copy of  "Aspiration" made and placed overlooking the pool. In the late 1940's, the Villa Valentino was destroyed by Eminent Domain, for the Hollywood Freeway. Today if you are on the Hollywood freeway at Vine, look up to your right and you will still see the foundation of the Villa Valentino. Tom Lyle Williams and his partner, Emery Shaver moved to Bel Air California and built a modern glass and steel home.

After Tom Lyle's death in 1976, his nephew's Bill and Noel Williams, had Aspiration recreated off the original mold and each of them placed it in their homes. After Bill and Noel passed away, their statues were given to Noel Williams son Chuck Williams, and my father Bill Williams statue was given to me. 

"Aspiration" reminds us to never stop aspiring towards our dreams.   A hope or ambition of achieving something: The Maybelline Story carries this theme throughout the book.