$8.1 billion worth of mascara was sold last year and while Maybelline is still the number one mascara in the world, smaller cosmetic companies are not producing mascara because it's too expensive and difficult to make.
Many Millennial's, prefer lash treatments, including tinting and lash application as well as extensions and lash lifts, because it makes their routine in the morning that much easier.”
Synthetic false lashes are lightweight and natural-looking making them more appealing to most everyone, however, mascara is still the cosmetic lover's drug of choice.
“When you look at the capacity for innovation in terms of mascara, it’s mostly well-established brands that have the money for R&D that are innovating in this space,” said Kloe Angelopoulou, beauty analyst at Euromonitor. “Start-ups, once they enter the market, they want to offer a differentiating product. They want to give something new to the customer.”
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though I love how I look in false lashes, my cosmetic drug of choice is mascara
In today's world of PC-GenderEquality, please let me note 2 views of...Males! (Eh! no aspersions are cast on the previous Commentators! We quite be InSync!)
Alas as Y'all may know, Sharrie was not, at least outwardly, a shy girl, or Saffron as they were called at Culver City High, but one who was given to 'cruisin' with a bevy in her hot '57 Chevy in the Sixties. One regular stop for nutritional refueling/socializing was an Alpine themed hamburger place http://tinyurl.com/y8gc6cd8 with a new niche featuring D-i-Y sundae and burger condiment bars...ever put crushed nuts on a burger? Anyway, a former manager there happened to read The Mabelline Story and his ravings literally badgered me into reading this presumptively Girly-Girl life-drama "novel".
Given I'm not much of a reader anymore, OMG this became one of my FAVs. If you be a male 'of an age', think of the cliffhanging "To-be-Continued", mostly cowboy, serials in Saturday afternoon theaters of your youth. For younger Dudes, think the same concept as used in Indian Jones' Raiders of the Lost Ark! Don't envision a dry-sandman that a family-bio might conjure up. My hunch is so many jumped to an erroneous presumption reading ads, they missed a great read.
Is there a sad part of my note? Yes: Sharrie has not published a fun read again/yet and e.g. Netflix hasn't picked up The Maybelline Story for one of their "Original" flicks or series. Elsewise, this should be on high school reading lists especially, tho not exclusively, for those Kids not planning on a college career....Go Horatio!
EDGEWATER — New information offers to answer the age-old question: Was she born with it, or was it Maybelline?
As it turns out, the namesake of Maybelline makeup was indeed born with eyelashes and eyebrows — until she bleached them to the point of oblivion.
The woman for whom the famous makeup brand is named, Edgewater resident Mabel Williams, accidentally over-bleached her lashes and brows one day, forcing her to make due with what she had: Vaseline and coal powder.
Her brother, Tom Lyle Williams, discovered his sister applying the concoction to her face in a way he'd only known Hollywood's most dazzling starlets to do.
The author said there have been several versions of the brand's story circulated over the years, but Mabel's own daughter recently confirmed it was a serendipitous over-bleaching that led to the brand's invention.
The three-story building at 5900 N. Ridge Ave. that housed the company's headquarters for more than 50 years is still emblazoned with a cursive "M" above a street-facing entry.
But Maybelline's Chicago roots, and Tom Williams' legacy as a pioneering — and fearfully closeted — gay entrepreneur have mostly been forgotten.
Interest has piqued so much that Williams is also in talks with Sony Entertainment over a potential television series on Tom Williams' life, she said.
"It's just beginning to get a little bit of an understanding of who he was," she said. "He really wanted to stay hidden because of the shame that was put on him, and he didn't want it to reflect on the family."
"Only after he died, really, could his story be told."
Tom Lyle Williams and his sister Mabel, for whom the business was eventually named and who served as Tom's original inspiration. [Provided/Sharrie Williams]
'The most handsome man' and his makeup
After seeing his sister coloring in her brows and lashes after the accident, Tom Williams asked if there were any beauty products on the market that could perform the same function.
Though skin creams, rouge and lipstick were all big sellers, eye makeup had to that point largely been ignored, he learned.
With a friend and a chemistry set, in 1915 Williams created his first product: Lash-Brow-Ine.
Williams was sued for the Lash-Brow-Ine name and its likeness to similar products. In 1917, he changed the name to Maybelline, after his sister.
For a time his budding business was headquartered at 4750 N. Sheridan Road in Uptown, but it moved to 5900 N. Ridge Ave., where Williams developed the distinct black makeup "cakes" that would put him on the map.
Chicago in the 1910s and roaring 1920s was the perfect place and time to launch a business that made Hollywood's exuberance and glamour seem accessible to everyday women.
It also made it easier for Tom Williams, an eccentric man and sharp dresser who flaunted his money with custom cars, fabulous clothing and his own makeup, to be himself to some extent, his great-niece said.
In a larger world that did not yet understand LGBT people, jazzy Chicago was a safe place to fit in.
"In the '20s, it was flamboyant in general, with the speakeasies and all the crime going on and the front pages, it was just a lot of drama," Williams said. Tom Williams "was kind of known for wearing his own makeup, hats and llama skin coats.
"My grandmother, when she first met him, said he was the most handsome man she'd ever seen."
An original Maybelline cake tin. [Provided/Sharrie Williams]
"Everyone had to be in the closet"
Tom Williams' family grappled with his relationship with beau Emery Shaver.
While some were accepting, others staunchly denied any allegations the cosmetics founder was in a loving union with another man.
Williams said her family always knew her great-uncle was "different" but lacked the context and societal acceptance to fully understand or come to terms with his sexuality.
When the Great Depression hit and the era of glitz and grandeur began to fade, the Williams family had a more difficult time blending in.
In 1934, Tom Williams had a custom car like one he'd seen at the The Chicago World's Fair delivered to Maybelline's Edgewater offices, infuriating the people starving and scrounging around them.
Tom's flamboyancy in attire and attitude also put a target on his back during a time when the government was conducting nationwide "witch hunts" to keep gay men from influencing the public, in particular women, his great-niece said.
Tom Williams suddenly found himself in a dangerous place.
"There were not designers like there are today that were gay and out in the '20s and '30s — it just wasn't done," Williams said.
Eventually, he and Shaver picked up and headed West to California, where Tom Williams bought Rudolph Valentino's former home in Hollywood Hills.
There, among the Hollywood types he aspired to rub elbows with, Tom Williams could be with his love and had beautiful women to hide behind.
Iconic actresses like Betty Grable and Viola Dana became the faces of Maybelline. In a signed photo, Joan Crawford said it was the eye makeup she "would never be without."
Like countless other LGBT pioneers throughout history, Tom Williams is virtually unknown despite founding one of the world's most famous makeup brands.
"It's a story you don't hear about because everyone had to be in the closet," said Andrew Clayman, creator of the Made in Chicago Museum that contains original Maybelline products. "So the LGBT community doesn't really have these pioneers of industry, when really they were there, probably in the same percentage as anybody else."
Tom Lyle Williams and Emery Shaver in front of their Hollywood home. [Provided/Sharrie Williams]
"When everything exploded"
In 1964 Shaver died and Tom Williams soon after sold the company to Plough Inc., a pharmaceutical company.
"That's when everything exploded," Williams said.
Despite a promise to keep the company in Chicago and to retain its workers, Plough moved Maybelline to Little Rock, Ark., where for the remainder of Tom Williams' life he watched his company swell into a beauty conglomerate.
Old, alone and unwell, he also looked on in dismay as his family lavishly spent money from the makeup empire as he watched it transform from the company he built, Williams said.
In retrospect, he regretted selling it and wished he had groomed another family member to be his successor.
"He was very sad seeing the way Plough was changing everything," his great-niece said.
Tom Williams died in 1976 at age 80.
Today the company is owned by L'Oreal and known as "Maybelline New York" — "almost as if to spite Chicago," Clayman said.
Maybelline now tells a very different origin story. According to Maybelline today, Tom Williams' sister, spelled "Maybel," had been "in love with a man who was in love with someone else" and trying different beauty regiments to lure him.
"The rest is history," the company writes.
And under Williams' tenure, history was indeed made: Maybelline was the first cosmetics brand to plug advertisements over radio, offer before and after photos in ads, utilize the faces of movie stars to drum up publicity and use someone other than the founder's name.
Thanks to the younger Williams' book and supplemental research from Clayman, that story is now being told.
"It's a part of American history, and it's just been brushed under the rug," Williams said.
The Maybelline building in 1932 [Sharrie Williams]The Maybelline building today [Sharrie Williams]An "M" is still engraved above the Ridge Avenue door frame. [DNAinfo/Linze Rice]The former Maybelline building at 5900 N. Ridge Ave. in Edgewater [DNAinfo/Linze Rice]
From the Midwest through Chicago and Hollywood, we follow a path strewn with scandals, jealousies, triangles and betrayals. Throw in arson, a still-unsolved murder and even the Feds and Mafia and you have an exciting and bumpy journey that leaves more than one casualty in its wake. And Maybelline was along for the ride.
The characters seem larger-than-life yet somehow remain vulnerable and sympathetic This is a family that continually grasped at the shiny ring only to discover that it might be no more than their own reflections staring back, sometimes accusingly, in the mirror.
The legacy is in good hands with Ms. Williams. She's a true storyteller and writes with passion and candor while bluntly sharing her own resolve to rise above her
family's lifelong mantra of money, beauty and the search for perfection. It's a critical but tender tale of redemption that displays an understanding, compassion and love for her family. She never gave up on her dream to tell this story and literally braved fire and fury to share it with the world. It's a book that you really can't put down, a true page-turner and I couldn't wait to find out what happened next.
You'll never look at a Maybelline ad again without feeling a tug of empathy for these characters and the struggles and determination of one man's effort to capture beauty on a brush and change forever the color palette of the world. Amazon.com
from The Maybelline Story Maybelline, currently known as Maybelline New York, is one of the most famous makeup brands in the world. In recent decades it has been publicly represented by numerous celebrities, including Miranda Kerr, Sarah Michelle Gellar, Jessica White, Kristin Davis, and Adriana Lima. Maybelline New York is now a subsidiary of the French cosmetics giant L’Oreal, but it was once an independent makeup company. It was founded in 1915 by a young entrepreneur named Thomas Lyle Williams, who created the very first American mascara.
Williams was born in Morganfield, Kentucky, in 1896 and moved to Chicago in the early 1910s. He briefly worked for Montgomery Ward, a company that printed mail-order catalogs and shipped products to customers across the United States, but his dream was to found his own mail-order company. He spent most of his free time trying to invent some new product which would be appealing enough to jump-start his business. He never planned on inventing a new product; the revolutionary idea of a mascara came to him after his sister suffered an accident.
In early 1915, Williams’ sister Mabel burned her eyebrows and eyelashes after her kitchen stove caught fire. After she extinguished the fire, she was very keen on hiding the fact that her eyebrows and eyelashes were nonexistent.
Williams watched her as she applied some of her homemade cosmetics, a dark paste made from petroleum jelly, some coal dust, and ashes left over from a burnt cork. He was surprised to see that Mabel actually succeeded in creating fashionable fake eyebrows and even concealing her scorched eyelashes. His sister inspired him to try and perfect her makeshift paste and sell it to women across the nation.
Thomas Lyle “Tom” Williams, Sr at 18 years old
That same year, Williams founded Maybelline Laboratories, a company that he named in honor of his resourceful sister. His first product was called the “Lash-Brow” and was made from similar ingredients to the ones used by his sister. He managed to sell some of it via mail order, but the product wasn’t very successful, because Williams lacked the knowledge of chemistry required to create a neutral fragrance and to make the paste water-resistant. However, he soon teamed up with a local drug manufacturer who added several chemicals and helped him fix these problems.
1920 ad for Maybelline.
This new and perfected product was called simply “Maybelline” and was advertised as “the first modern eye cosmetic for everyday use.” It was essentially a cake eyelash coupled with an eyebrow beautifier. When Williams started selling Maybelline, he didn’t know what to expect and was surprised to see that many women across the country fell in love with the product. By the early 1920s, his company was making astronomical amounts of money and he became known as a clever entrepreneur and a respected businessman.
Ad for Maybelline eyebrow and eyelash darkener with actress Ethel Clayton, on page 116 of the January 1922 Photoplay
In 1929, Maybelline Laboratories introduced a new line of cosmetics that featured eyeshadow and eyebrow pencils. This new line was an instant success and only proved that Williams was a true visionary of makeup cosmetics. In the late 1920s and early 1930s, Maybelline products were promoted by Hollywood divas such as Phyllis Haver, Ethel Clayton, Viola Dana, and Ruth Roland.
Williams enjoyed a life of luxury and success: After World War II, he and his life partner, Emery Shaver, moved into a grandiose mansion in the Hollywood Hills previously owned by the late film star and pop idol
Rudolph Valentino.
Thomas Lyle Williams Sr with his 14-year-old son, Thomas Lyle Williams Jr., in 1926
Maybelline Laboratories continued progressing as their international joint venture. Sadly, Shaver died in 1964, just after Maybelline Ultra Lash became the first internationally mass-produced makeup utility. Although business was booming, the grief-stricken Williams grew increasingly depressed and finally sold the company in 1967, three years after the death of his partner.
Joan Crawford from Modern Screen, January 1946, Maybelline advertisement, photography by Paul Hesse
The company was purchased by Plough Inc., a company from Memphis, Tennessee, which is nowadays known as Schering-Plough. Plough Inc. owned the company until 1990 and then sold it to Wasserstein Perella & Co., a New York-based investment firm whose marketing team invented the advertising slogan “(Maybe she’s born with it.) Maybe it’s Maybelline.” in 1991. The slogan is still used to advertise the brand and is instantly recognizable across the world. In 1996, Wasserstein Perella & Co. sold the company to its present owner, L’Oreal.
Thomas Lyle Williams died in 1976 and was buried next to Shaver at Forest Lawn Memorial Park in Glendale. Although he sold his company and quietly quit the business of makeup manufacture, he will always be known as the creator of the revolutionary Maybelline mascara.
LADIES OF THE MAYBELLINE STORY - FAVORITE DESSERTS.
SHARRIE MAKING HER GRANDMOTHER EVELYN'S PINEAPPLE UPSIDE DOWN CAKE ON ARIZONA TV, MORNING SCRAMBLE.
SHARRIE MAKING HER AUNTIE MABEL'S DAINTY DATE BARS AND HER AUNTIE EVA'S PEACH COBBLER.
PART ONE OF AUNTIE FRANCES CHOCOLATE ICEBOX DESERT
PART TWO OF AUNTIE FRANCES CHOCOLATE ICEBOX DESERT.
SHARRIE MAKING
Recipes Evelyn's Pineapple Unside Down Cake 1/2 cup butter 1 cup packed brown sugar 1 can 20 oz sliced pinapple 4 eggs seperated 1 cup sugar 1 teaspoon vanilla extract 1 1/2 cup all purpose flour 1 teaspoon baking powder 1/4 teaspoon salt Maraschino cherries Directions Melt butter in 10-12 in ovenproof skillet Add brown sugar mix well until sugar is melted Drain pineapple, reserving 1/3 cup juce arrange 8 pineapple slices in a single layer over sugar set aside In a large bowl, beat eggs yolks until thick and lemon-colored Gradually add sugar, beating well Blend in vanilla and reserved pinapple juice combine the flour, baking powder and salt add to batter, beating well In a small bowl, beat egg whites on high until stiff peaks form fold into batter. spoon into skillett Bake at 375 for 30 35 minutes or until a toothpick inserted near the center is clean Let stand for 10 minutes before inverting onto serving plate Yield 10 servings.
Mabel's Dainty Date Bars Filling: 8 oz. chopped dates 3/4 C. sugar 1 C. water 1 C. chopped nuts Boil together the dates, water and sugar until thick. Mix in nuts. Set aside. Crust: 1/2 lb. butter, softened 1 C. brown sugar, firmly packed 2 C. old-fashioned oats 1-1/4 C. flour 1/4 tsp. baking soda 1/2 tsp. salt Combine well. Pat 2/3 of mixture into 9" X 13" pan. Spread with filling. Sprinkle reserved mixture over top. Bake at 350 for 40 minutes.
Eva's Old Fashioned Peach Cobbler Sift one tsp. baking powder and 3/4 cup flour. Mix 1 cup of sugar with flour. Add 3/4 of milk. Melt one stick of butter. Pour mixture over 3 to 4 cups of Peaches. Pour melted butter over the top and bake 350 for 55 minutes to one hour. Serve warm with whipped cream or vinalla ice cream.
Frances' Chocolate Icebox Dessert 3 – 8 oz packages of Bakers German sweet chocolate 3 eggs 1 pint whipping cream 1 ¼ Tbsp. Vanilla 3 Tbsp. Powdered sugar 2 boxes of Social Tea Biscuits Melt chocolate in double boiler Separate eggs, beat yolks with sugar Add to melted chocolate, Beat egg whites and add- Add Vanilla Add ½ pint whipped cream, (save ½ pint for topping.) Line loaf pan with cookies Add layer of chocolate mixture Continue layering cookies and chocolate mixture, ending with chocolate. Store in refrigerator and slice and serve with whipped cream
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