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. 

Maybelline’s founder wanted to be known as the "King of Advertising" not the man who invented mascara

The man who would become a cosmetics giant, Tom Lyle Williams, was a private figure who hid from the public because when he launched the Maybelline Co., mascara was deemed the “province of whores and homosexuals.” To protect his family from scandal, and to stay out of view from the scrutiny of the press, Tom Lyle ran his empire from a distance, cloistered behind the gates of his Hollywood Hills Rudolph Valentino Villa.  He contracted movie stars to represent him in all forms of media.  From the earliest days of silent film he sought Photoplay stars, Viola Dana, Phyllis Haver, and Clara Bow.

Throughout the 1930’s “Golden Age of Hollywood,” he splashed magazines with glamour, using Jean Harlow, Joan Crawford and Merle Oberon to represent the ideal Maybelline image.  During the World War ll era, he turned to pin up girls like Bettie Grable, Elyse Knox, Hedy Lamaar, Rita Hayworth, and Lana Turner, to inspire the boys fighting for our Country and keep Maybelline ingredients flowing.  By the 1950’s, the girl next door, represented by Debby Reynolds and Grace Kelly, appealed to the emerging young mothers and housewives. When Maybelline appeared on Television in the early 1950’s, Tom Lyle decided to appeal to a more universal image and rather than promote film stars created the cool, exotic, sophisticated woman who would appeal to foreign as well as domestic markets.

Joan Crawford – had her teeth pulled and replaced to have a more beautiful smile and became Maybelline’s spokesperson for years.

Merle Oberon – was in an accident that disfigured the skin on her face, yet in films she looked flawless because of pancake make up.

Betty Grable - took over for the leading song and dance actress Alice Faye and became a big star in musicals as well As one of Maybelline’s top models.

Debby Reynolds - was to be Maybelline’s leading model in the 1950’s until Tom Lyle decided to change his ad campaign from the all American Girl to a more international exotic sophisticate in his TV commercials and print magazines.

Maybelline was the sole sponsor for the Grace Kelly, Prince Rainier lll, wedding in Monaco appeal to a more universal image and rather than promote film stars created the cool, exotic, sophisticated woman who would appeal to foreign as well as domestic markets.  

Short history of Maybelline Founder Tom Lyle Williams and the Maybelline Company

The Maybelline Story" written by Sharrie Williams is a historical narrative of Maybelline, one of the most iconic beauty brands in the world. The book explores the brand's humble beginnings and its rise to become one of the most well-known and successful makeup companies in the world.

The book covers the life of the founder, Tom Lyle Williams, and his journey to creating Maybelline, as well as the innovations, challenges, and triumphs the brand went through. Additionally, the book tells the story of how Maybelline became a trailblazer for the beauty industry and its impact on the society and culture.

In the 1920s, the cosmetic industry experienced significant growth as women's fashion and social norms were changing. The 1920s were known as the "Roaring Twenties" and were a time of great social and cultural change, particularly for women. During this decade, women began to wear shorter skirts, bob their hair, and apply makeup to their faces as a way of expressing their newfound freedom and individuality.

Maybelline was founded by my great uncle, Tom Lyle Williams in 1915. The brand originally sold a mascara product called "Maybelline Cake Mascara," which was a combination of petroleum jelly and coal dust. The mascara was applied with a brush, and Tom Lyle, named the product after his sister Mabel. Maybelline was one of the first companies to market makeup specifically to women, and it advertised its products as a way for women to enhance their natural beauty. 

In the 1930s, Tom Lyle continued to expand the company's product line and increase its visibility. He added new items  and advertised heavily in magazines. The company continued to be one of the first companies that marketed makeup specifically to women.

Maybelline was a successful brand in the 1930s, thanks to its innovative marketing techniques, and the continued popularity of its mascaras and other makeup products.

In the 1940s, Maybelline continued to grow in popularity as a makeup brand, thanks in part to its innovative marketing strategies. Tom Lyle continued to advertise heavily in magazines, and also expanded the company's product line.

During World War II, many consumer goods were hard to come by, and this affected Maybelline as well. Tom Lyle had to get creative with his supply chain and he did so by rationing and repackaging the available products.

During this time the company was also affected by the war effort, some of their staff went to fight in the war, this affected the productivity and the ability to advertise and market the products as heavily as before. Despite these difficulties, Maybelline managed to maintain its position as a popular makeup brand.

After the war, with the economy recovering and a return to normalcy, Maybelline resumed its growth and by the end of the 1940s, it was one of the leading makeup brands in the United States.

In the 1950s, Maybelline continued to be a popular and successful makeup brand as Tom Lyle, continued to expand its product offerings and improve its advertising and marketing strategies. The company added more shades and options to the existing products and by the late 50s he began to target specific audiences like African American customers.

Maybelline also began to invest more in television advertising, as the medium gained popularity in the 1950s. The company sponsored TV shows and created commercials that featured models and actresses wearing Maybelline products. This helped to increase the brand's visibility and reach a wider audience.

Overall, the 1950s were a period of continued growth and success for Maybelline, thanks to its effective advertising and marketing strategies, and its expanding product line.

In 1968, Tom Lyle, sold  Maybelline to Plough Inc. and was no longer actively involved in its operations.

Plough Inc. continued to advertise heavily on television and invest in new product developments. The company came out with new mascara, eyeliner, and lipsticks, as well as new shades of eyeshadows and other items, in order to keep up with changing fashion and beauty trends.

The company also continued to expand internationally in the 1970s. Maybelline products were exported to even more countries, which helped to increase the brand's visibility and reach a wider audience.

Maybelline had also grown into a big corporation by then and was purchased by a large pharmaceutical company called Schering-Plough. This gave the company a deeper financial pockets and resources to invest in further growth and expansion.

Overall, the 1970s were a period of continued growth and success for Maybelline, as the brand continued to be one of the most popular and well-known makeup brands in the world, despite the founder, Tom Lyle Williams stepping down and no longer being involved in the company 

1980s, Tom Lyle Williams, the founder of Maybelline, had passed away and was no longer involved with the company. By that time Maybelline had been a publicly traded company and was owned by different corporation and was operated by a new management team.

Throughout the decade, Maybelline continued to be a popular and successful brand. The company continued to advertise heavily on television and invested in new product developments. The company came out with new mascaras, eyeliners, lipsticks, as well as new shades of eye shadows and other items, in order to keep up with changing fashion and beauty trends.

In the 1980s, Maybelline also expanded its product line to include a wider range of makeup products, including foundation, concealer, and powder, which helped the company appeal to an even wider range of customers.

The Maybelline Story expands on the personal stories of the people behind the Maybelline Brand. It reads like a Novel, but, alas is an exciting true Story.

For 100 years, "Maybelline" has been synonymous with "eye cosmetics"-- yet little is known about how a tiny company offering a single product by mail order managed to grow into an international institution.

The Maybelline Story and the Spirited Family Dynasty Behind It,  aims to change that.  It could only be written by someone with insider knowledge. Sharrie Williams is the great-niece of Tom Lyle Williams, the charming and creative, yet remarkably secretive man who founded Maybelline along with his tight knit family, including his brothers and sisters -Noel, Preston, Mabel and Eva - catapulting a little mail order business in 1915 into the most successful and famous eye cosmetic company in the world.   

By digging through family documents, her own memories and the memories of the few remaining people intimately familiar with the founders of Maybelline, Sharrie slipped beneath the public facade of the company to reveal the amazing personalities at its heart. This is an exciting and thoughtful book, part memoir, part history, part family saga, that reveals the triumphs and tragedies behind the beautiful public face of Maybelline.

Chet and Mabel (Willliams) Hewes, and Ches and Eva (Williams) Haines, Hollywood, 1938.

Tom Lyle Williams with Mabel, Chet, Ches and Eva at The Villa Valentino - Hollywood, 1938.

Catalina California 1938 - left to right, My father Bill, great uncle, Tom Lyle, my Grandmother Evelyn and my auntie Eva, auntie Mabel and uncle Chet.

Read more about the founding of The Maybelline Company from 1915 to 1968 and beyond in The Maybelline Story and the Spirited Family Dynasty Behind It.  Buy a signed copy from Sharrie Williams 

Maybelline's Super Star Models, during the Golden Age of Hollywood

Maybelline was synonymous with Hollywood Glamour in the 1930s.

Before and After Maybelline ad, with Paulette Goddard.

Carole Lombard, one of Tom Lyle's favorites.

Betty Grable, Maybelline Star.

Paulette Goddard, a personal friend of T L Williams.

Gloria Swanson, a Maybelline model from the 1920s.

Jean Harlow, another Maybelline model, Tom Llye, helped groom.

Marion Valle' brought fashion and Maybelline together.

Maybelline box, in the 1930s.

Black and white Maybelline ads appeared in the gossip magazines.

Typical Maybelline ad found in Photoplay.

Tom Lyle Williams, with his son Tom Lyle Jr in 1934.

Read all about the Golden Age of Hollywood in The Maybelline Story and the Spirited Family Dynasty Behind It. 

Visit my Hilarious 1964 High School Blog...Saffrons Rule at http://saffronsrule.com/

Excerpts from Maybelline Family Diaries during 1940's and 60's

My great uncle, Tom Lyle Williams, (founder and owner of the Maybelline Company, from 1915 - 1967,) moved from Chicago to California in the early 1930's...

bought Rudolph Valentino's, Villa Valentino,

with his partner, Emery Shaver and coined it Maybelline West.

The Maybelline Company, continued to run with his brother Noel J. Williams at the helm in Chicago,

but, all of Maybelline's Advertising was done in at the Villa Valentino, in the Hollywood Hills, where Tom Lyle contracted the biggest Stars to endorse his Maybelline products.

My grandparents, Preston and Evelyn Williams,

with my 11 year old father, Bill, followed Tom Lyle and Emery to California in 1935... and the rest is history.  Read all about it in my book...The Maybelline Story.

Here is an another excerpt from Jane Allen's diary, while she and her cousin Annette Williams, visited their uncle Tom Lyle, Emery Shaver and Arnold Anderson, at the Villa Valentino in 1940.  (Annette was Noel J. and Frances Williams daughter and Jane was a close cousin on from her mother's side.)


Monday June 10, 1940
We slept until noon, had a big breakfast and went down to the pool to sun.

 Heard President Roosevelt at 3:15 and then went shopping. Not much luck shopping. Got a late start today, 4:00 PM, but will try tomorrow. Had our usual cocktail before dinner and a delicious dinner.

Saw Joan Crawford in “Susan and God” at the Grauman’s Chinese Theatre.

Good picture and also saw hand prints of many stars in the concrete foyer.

As we were walking up the street to the theatre, we saw James Cagney,

and Frank McHugh standing talking.



Tuesday June 11, 1940
Slept until noon again which is wonderful. 

After breakfast we spent an hour or so at the pool. Had a shopping tour on for the afternoon, so couldn't sun very long.

Bought a formal and bathing suit at Bullocks. Rushed home in time for dinner at 6:30.

Saw a good show at Hollywood Troupers Theatre, “The Sixth Floor.” Judith Allen was one of the leading characters.

After the show stopped in at the “Jade,” a Night Club all Chinese and very unusual.

Read another excerpt from Jane Allen's diary click here.



Side note:  Hollywood Troupers Theatre, was renamed, the Las Palmas Theatre in the 1940's.

Las Palmas Theatre

1642 Las Palmas 

Avenue,

 

Hollywood,

 Los Angeles, CA 90028

This building was erected in 1927, according to assessor’s information.

An item in Daily Variety for June 18, 1941, indicates that at that time this was a playhouse operating under the name Hollywood Troupers Theatre.The Las Palmas Theatre is located around the corner from the Egyptian Theatre, Vogue Theatre and Newview Theatre..   Joe Vogel

I was born and raised in Culver City California and kept a diary of my 1964 High School diary, as well.

Excerpt from my diary

My great uncle, Tom Lyle Williams, founder of the Maybelline Company, invites us up to swim, (pictures of his estate in 1964)

by saffronsrule

August 9, 1964, Sunday. We went up to Unk Ile’s today. I went in his pool.

Woke up this morning with no feeling at all for Howard. He lied to me again.  He said he’d call me as soon as he get’s back from Santa Cruz next week. I can’t go out with him, I don’t want people to talk about me. Today Pearl and I drove to Toes and got a coke, but when I saw his car we left. The whole family went to Unk Ile’s  tonight, to try out the new Whirl Jet Jacuzzi, in his pool. We all got in the pool and it was so much fun being all together as a family for once. When we left Unk Ile insisted he pay for us to go out to dinner and gave Dad a bunch of money, They all went to the Golden Bull, but my sister Donna and I just kept our money and went home to wash the chlorine out of our hair.

My great uncle, Tom Lyle Williams, founder of the Maybelline Co. lived in Bel Air, not that far from our house in Blair Hills, on the outskirts of Culver City.  Here are some pictures of the exterior of his home.

It was always a thrill to drive through the electric gates and pull into our regular spot by the entrance to his steel and glass ultra Modern home.

The open garage allowed his cars to be on display, adding to the romance of a Tropical Paradise.

The statue “Aspiration,” created in memory of Rudolph Valentino, once overlooked the pool at Unk Ile’s Villa Valentino, in the Hollywood Hills, now welcomed us at the entry.

Here is the pool, which was actually very large and deep.  We had a lot of fun memories swimming here since 1950, when he built the home, after losing the Villa Valentino to the Hollywood Freeway.

The lush landscaping created a virtual Garden of Eden and created privacy, which was his main objective, not wanting to be scrutinized by the public for his lifestyle.

The property overlooked Los Angeles, from Beverly Hills to the ocean at Santa Monica and at night the twinkling city lights created a spectacular romantic ambiance .  I remember my dad asking Unk Ile, how much he thought the property was worth… and he humbly admitted $500,000.  Today the property is worth over 15 million.