Cosmetics: The French company, already the industry's largest, would get a much bigger share of the U.S. market.

In 1967 Williams sold Maybelline to Plough, Inc. (merged withSchering-Plough) in Memphis, TN. As a result, the company moved from Chicago to Memphis. In 1975, the company moved again to Little Rock, AK. In 1990, Schering Plough sold Maybelline to New York investmentfirm Wasserstein Perella. In 1996 company headquarters moved to New York. “Maybe She’s Born With It” became Maybelline’s advertisingslogan in 1991. The company was purchased by L’Oreal in 1996 and now also sells lipsticks, nail polish, and foundations.

Maybelline was acquired by L'Oréal in 1996. Acquiring Maybelline gave L'Oreal access to mass markets in cosmetics.

L’Oreal also owns Garnier, Lancôme, Helena Rubinstein, BioMedic, Vichy, Biotherm, Shu Uemura, Kiehl’s, Soft Sheen-Carson, Redken, Matrix, Kerastase, Giorgio Armani, Inneov, Sanoflore, CCB Paris, Dermablend, The Body Shop, Skinceuticals, Ralph Lauren, La-Roche-Posay, and Yves Saint Laurent.

Today Maybelline New York is worth over two billion dollars. It's truly incredible how a little company that started out with a $500 loan in 1915, is still the number one cosmetic company in the world.

Wasserstein Perella paid $300 Million for Maybelline in 1990, replacing Linda Carter with Christy Turlington and adding the tag line, Maybe She's Born with it, Maybe it's Maybelline

In 1991, the company adopted its current advertising slogan,
"Maybe She's Born With It. Maybe It's Maybelline

Schering did not belong in the eye beauty business and the company found this out after abut ten years. Maybelline was sold to an independent buyer and could not be bought for years on any stock exchange. this independent buyer then decided to sell 51% on an IPO basis...independent public offering, and then this was was accomplished. Maybelline in the early 90's could be bought as a "pure play" on the "Big Board." Maybelline for the first time in history could be bought alone. A short number of years later, the company was bought out by L'Oreal, which is a French cosmetic manufacturer and this is where Maybelline stands today. (From a letter written by Rags Ragland Jr.)

Wasserstein Perella, updated the brand's image by replacing former Wonder Woman star Lynda Carter with model Christy Turlington,

Maybelline Whisked Away By New Suitor

By George Lazarus | June 8, 1990

Nearly in the blink of an eyelash, Schering-Plough Corp. has found a new buyer for its Maybelline operation. The new parent of Maybelline is Wasserstein Perella, one of the more prominent Manhattan wheeler-dealer firms, which plunked down $300 million for the Memphis-based cosmetics maker. That price is essentially the same as MBP Acquisition Corp., another investment group, agreed to in early April in cutting a deal for Maybelline, a firm with annual sales of about $300 million.http://articles.chicagotribune.com/keyword/wasserstein-perella/recent/5