Thomas Lyle Williams, founder of Maybelline Cosmetics, 1915 to 1968

Thomas Lyle Williamsguage

Thomas Lyle Williams Sr (January 19, 1896 – September 26, 1976) was an American businessman. He was the founder of Maybelline cosmetics.^[1]

Thomas Lyle Williams
Thomas Lyle Williams Sr at age 18
Born	January 19, 1896 Morganfield, Kentucky
Died	September 26, 1976 (aged 80) Los Angeles, California
Occupation	Cosmetician
Known for	Founder of Maybelline

Early life and familyEdit

Thomas Lyle Williams Sr with his 14-year-old son, Thomas Lyle Williams Jr., in 1926

Thomas Lyle Williams was born in Morganfield, Kentucky, in 1896 to Thomas "TJ" Jefferson and Susan Williams.^[2] In 1912 he married Bennie Gibbs, with whom he had one son, Thomas Lyle Williams Jr (1912–1978), who was to become the General Partner at Williams Investments and President at Maybelline Co, Chicago.^[3] The marriage did not last long, however, and after it was annulled, Williams moved to Chicago and there met Emery Shaver (September 15, 1903 – October 22, 1964), who was working part-time in advertising while studying literature at University of Chicago.^[4]

CareerEdit

In Chicago, Williams first went to work for Montgomery Ward, a firm printing a mail-order catalog founded in 1872. After Montgomery Ward, he opened his own mail-order business. ^[4]

In 1915, Williams, then 19 years old, seeing his sister Mabel using a homemade mixture of petroleum jelly, coal dust and burnt cork to darken her eyelashes, had the idea to create a commercial product to enhance the eyes.^[5][6] His own attempt was not a success but then he commissioned a drug manufacturer, and the resulting product was something that he could sell: the Lash-Brow.^[5]

In 1917 Williams started producing eyebrow beautifier and cake eyelash, calling the product Maybelline, inspired by his sister Mabel.^[7][8] Maybelline was the first mascara produced in America.^[9] In 1929 Williams expanded the production to eye shadow and eyebrow pencils.^[10]

Tom Lyle Williams and Emery Shaver

After World War II Maybelline became an international venture. Williams moved to California with his life partner, Emery Shaver. They bought Rudolph Valentino's house in the Hollywood Hills. ^[10] Shaver and Williams were in charge of advertising for the company, and in particular, Shaver contracted the movie stars of the time to promote Maybelline products. The headquarters of Maybelline remained in Chicago.^[11] When Shaver died in 1964, Williams was deeply affected by the loss. He sold the business in 1968. In 2001, Maybelline became "Maybelline New York".^[12][11]

DeathEdit

Williams died in Los Angeles, California in 1976. He and Shaver are buried together in the Columbarium of Memories at Forest Lawn Memorial Park, Glendale, California.^[13]

ReferencesEdit

1. ^ Williams & Youngs 2011, p. Preface.
2. ^ Williams & Youngs 2011, p. Chapter 1, Inventing Tom Lyle Williams.
3. ^ Flowers, Pugh Brown; Flowers, John Baxton (2000). Flowers chronicles: studies of Captain John Flower II, 1595–1657, mariner of London, Bermuda, and Virginia, and some of his descendants in the American South. Gateway Press. p. 440. Retrieved 28 July2017.
4. ^ ^a b Williams & Youngs 2011, p. Chapter 2, A Thousand Dimes a Day.
5. ^ ^a b Williams & Youngs 2011, p. Chapter 3, A Secret from the Harem.
6. ^ Wilson, Sheena; Carlson, Adam; Szeman, Imre (2017). Petrocultures: Oil, Politics, Culture. McGill-Queen's Press – MQUP. p. 110. ISBN 978-0-7735-5040-7. Retrieved 28 July 2017.
7. ^ Williams & Youngs 2011, p. Chapter 4, The Little Red Box.
8. ^ Snodgrass, Mary Ellen (2015). World Clothing and Fashion: An Encyclopedia of History, Culture, and Social Influence. Routledge. p. 427. ISBN 978-1-317-45166-2. Retrieved 28 July 2017.
9. ^ Williams & Youngs 2011, p. Chapter 22, Rags and Riches.
10. ^ ^a b Williams & Youngs 2011, p. Chapter 13, This, You Gotta See.
11. ^ ^a b "Maybelline Mascara by Maybelline Co. Distr., c. 1940s". Retrieved 28 July 2017.
12. ^ Williams & Youngs 2011, p. Chapter 57, Glory.
13. ^ "MAYBELLINE STORY BLOG: Maybelline founder Tom Lyle Williams". Retrieved 23 August 2017.

SourcesEdit

• Williams, Sharrie; Youngs, Bettie (2011). The Maybelline Story: And the Spirited Family Dynasty Behind It. SCB Distributors. ISBN 978-1-936332-17-5.

War time rationing at the Villa Valentino in the Hollywood Hills

 

Maybelline Founder Tom Lyle Williams, at his Villa Valentino during the 1940s. Originally owned by Rudolph Valentino

Tom Lyle Williams with his nephew Bill Williams at the Villa Valentino

Bad-mitten Court at the Villa Valentino

Lush gardens surrounding the Pool at the Villa Valentino

Excerpt from a letter written by Emery Shaver to his sister Betty from the Villa Valentino, Hollywood, California, dated January 26, 1944

War time rationing at the Villa

We have been having a most usual cold spell, but it is not too severe, however, the heat, especially at night, feels very good.  Our garden had been coming along so well, many lovely roses and camellias now, and some azaleas.  Some of our citrus trees are bearing heavily, so we have plenty of oranges, grape-fruit and tangerines.  

Food is scarce and very high.  We just cannot manage to have all our meals at home, so we have to eat out often, however, tonight we are having Lyle's favorite, vegetable soup, a big pot of it, and we will make a meal from that, as there are plenty of vegetable and meat in it - well, maybe I exaggerate a bit - not so much meat.  With gooseberry pie for dessert, it should be a good meal.

Maybelline's "Queen of Horror" Lois Collier, represented the "American ideal," for 1950's teenage girls

Lois Collier was spotted by a scout for Universal Pictures and given a seven-year contract. Although Lois possessed a beautiful singing voice, Universal seldom gave her a chance to show it off, and she was stuck in a succession of B pictures and serials. When her contract expired, she freelanced and did a few comedies for Monogram and some serials for Republic. In 1951 she got a role on the "Boston Blackie" (1951) TV series, and stayed on the show until it was canceled in 1954, after which she retired from the business.

Read more about Lois Collier in.....The Maybelline Story and the Spirited Family Dynasty Behiblnd It.  

MAYBELLINE MODEL LOIS COLLIER and the Hollywood Star System.

Lois Collier, one of Universal Studio's beautiful and talented actresses was showcased in Maybelline ads during World War 11.  She was discovered after winning a a contest sponsored by CBS Radio for a part in a radio play in Hollywood. 

Collier, like many starlets during the War Era appeared on the cover ofYank, the Army Weekly as well as Maybelline print ads in various popular magazines. She was part of the Hollywood Star System that used companies like Maybelline to help promote movie stars careers.   

From 1940 through 1949 Collier's career would be active and somewhat successful, with her playing mostly heroine roles in B-movies, including Westerns, Horror and Science Fiction thrillers. 

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Collier held the second female lead in what is considered the best of theMaria Montez adventure films, “Cobra Woman.” She also joined Loretta Young, Geraldine Fitzgerald, Anne Gwynne and Evelyn Ankers in the wartime drama “Ladie’s Courageous.” The Walter Wanger production told the story of the Women’s Auxiliary Ferrying Squadrons of the Second World War.

Collier appealed to young movie-goer's who balanced the horror of war with escapism.  Collier was young, beautiful and captivated her audience with those beautiful Maybelline Eyes!  She brought loads of young women into dime stores with disposable money ready to spend on Maybelline so they too could have "The Collier Look."   

Happy "National Lipstick Day". These Are the Coolest Vintage Maybelline New York Artifacts at NYC’s Makeup Museum

 

               Photo from original Maybelline Family Archives, copyright owned by Sharrie Williams

BY: ALANNA MARTINE KILKEARY | MAKEUP.COM BY L'ORÉAL

If you get excited at the mention of vintage beauty products, we definitely

recommend taking a trip to the Makeup Museum in New York City. There, 

you can check out  historical makeup artifacts, from red lipsticks housed in 

bullet casings from the Suffragette era to original products from beauty 

mavens (and rivals), Helena Rubinstein and Elizabeth Arden. The museum also houses artifacts from one of our favorite brands (from our parent company, L’Oréal), Maybelline New York. 

But if you’re not in New York City or can’t make it to the museum due to COVID-19 restrictions, not to worry! We’re sharing a glimpse into the exhibits on display right here. From the original ‘cake’ Maybelline mascara formula to Maybelline advertisements from the 1950s and beyond, here are the coolest Maybelline New York artifacts we spotted on our recent visit to the Makeup Museum.

A 1956 Makeup Commercial

This 1959 Maybelline New York commercial advertises a mascara, eyeshadow, eyelash curler and tweezers. The Makeup Museum exhibit points out how vastly different makeup advertisements are today, which. aim to empower women. Check out this 2020 Maybelline New York Makeup Commercial to see the contrast between now and then.

The Original 'Cake' Mascara

American businessman Thomas Lyle Williams created a mascara product for his sister Maybel, which eventually evolved into one of the first ‘cake’ mascaras: Maybelline Velvet Black. A cake mascara is a black pigment that’s housed in a tin and comes with a toothbrush-like applicator to help you coat and comb lashes for a defined and curled look.

The Innovative Maybelline Waterproof Ultra-Liner

This original waterproof liner is one of the first of its kind and has evolved into a product the brand still sells today. Check out the current iteration of the Maybelline New York Ultra-Liner Waterproof Liquid Liner here.

The "Smart Woman" Ads

The exhibit has a variety of Maybelline ads, and one early ad advertises the Maybelline Mascara and Maybelline Eye-Brow Pencil for smart women. The “smart woman” catchphrase became a common theme in Maybelline commercials and ads to follow.

The Maybelline Automatic Overliner

This Maybelline eyeliner looks a lot like a waterproof liner we might use today. The ad recommends wearing this brown shade with a “mint-green underliner”, which would totally do today. We only wish the price, $2.00 MSRP, has remained the same.

You can buy tickets for the Makeup Museum in NYC for the current exhibition: Pink Jungle: 1950s Makeup in Americahere.

Photos: Courtesy of the Makeup Museum NYC

Sharrie Williams, author of The Maybelline Story and a blogger for over 10 years, gives advice on the blogging world

 

Sharrie Williams

I am so very excited and honored to have my second guest blogger (the first was my daughter Krysten)! Sharrie Williams is the author of The Maybelline Story. She is the heir to the Maybelline legacy, is Tom Lyle William's great-niece and the granddaughter of Evelyn Boecher Williams. I am so excited to have the beautiful and wonderful Sharrie on my blog this week and I know you will enjoy every word below - I surely did! 

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As a blogger yourself, what advice can you give others and myself about the blogging world?

I find it incredible how a blog grows organically just by showing up at the computer everyday and posting good material.  Three years ago I was excited to receive 66 hits my first month.  Now I can't believe I have over 35,000 hits a month.   Of course adding Twitter followers has been a big boost and Facebook expanded my online presence as well.   

Like Mabel in the book that burnt off her eyelashes on a hot stove, can you share some of your makeup secrets?

After I finish putting on my eye shadow I dab the tiniest bit of eye cream on my lids. This is an old Hollywood Movie Star secret I learned from my grandmother.  Another favorite trick of mine is, once I have my face make up and powder on, I buff it with a terrycloth washrag so it doesn't look thick and dull.  I also blot the oil during the day with rice paper or sometimes even a piece of a toilet seat cover in a public restroom.  Try it you'll be amazed. 

What is your must have Maybelline product?

I still use Great Lash mascara. The number one mascara in the world and I like Maybelline mineral Power make-up. (It looks great after being buffed.)

What inspired you to write this book?

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.  After her untimely death I was determined to finish it.  I knew that if I didn’t tell the story it would be lost forever and that would be a shame.  The Maybelline Story is a thread in the fabric of American history and a big part of vintage Hollywood glamor.  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.  

What is the best benefit to you being the heir of the Maybelline dynasty?

Growing up with a great uncle who made my life so magical.  It wasn't about the money; the money only complicated matters and destroyed us in the end.  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.

Growing up did you understand your family dynamics and who your great uncle was and how he contributed to the world of beauty?

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 protégé 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. 

Original Maybelline 1916

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. It’s also about his incredible sister-in-law, Evelyn Williams, (my grandmother) who is so deeply affected by vanity it leads to ultimate destruction.  In the midst of all the drama I grow up trying to sort out what's real and what has real value.  The book is a rags to riches story with an interesting morale in the end you won't forget.

Will there be a second part to your story?

There definitely should be, because everyone is asking me what happened to all the people they either loved or hated.  I do have a 350-page manuscript that is ready to go when the time comes.  But for now a movie or HBO series would be my next goal.

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, than 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 make their dreams come true and believe anything is possible if they just 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 n the 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

What was your 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 hat he gave millions to them after the sale of the Maybelline Company in December of 1967.

How old were you when you learned about Permanent Makeup? Did your grandmother or anyone in the Maybelline family know about Permanent Makeup or have any?

I know permanent makeup has been around since the 1930's if not before, but I don't remember anyone in my family ever talking about it.  Probably because Maybelline was designed for women with light brows and lashes, so it never seemed necessary to have it done until now.

What are your current thoughts on cosmetic tattooing & permanent makeup?

I became aware of the process about 10 years ago, after a friend of mine had her brows, lips and eyeliner permanently applied.  She looked years younger and only needed Maybelline Mascara to complete her glamorous look.  My brows have faded to the point of being invisible and I'm seriously considering having permanent makeup done this year.  However, I would only trust the process to an artistic genius with years of experience and a talent for perfection.  Athena Karsant is the best in the business and would be my choice for sure.  Be sure to check out Athena Karsant's post on my Maybelline Book Blog. 

Follow Sharrie Williams on Twitter

Follow her blog: The Maybelline Story

Thank you Sharrie for sharing some of your incredible story! To learn more about Sharrie and The Maybelline Story, visit her blog. To learn more about Athena Karsant visit her website.

To learn more about permanent makeup, visit Athena's procedure page.

Happy "50" Birthday Great Lash Mascara

 Maybelline debuted its "Great Lash Mascara" in 1971. It is still recognized by it's Pink and Green Chartreuse packaging inspired by Lilly Pulitzer's vibrant hues and prints. It's been a staple on drugstores shelves and in cosmetic bags ever since. It has been reported that a "Great Lash Maybelline Mascara," is sold every 1.2 seconds. 

Called the protein Mascara "Great Lash" builds rich, full body onto lashes. Marketing people asked Maybelline Company researchers in 1970,  to come up with a Mascara to thicken and lengthen lashes better than anything on the market and would be easy to apply.  "Great Lash" was that product.     

Surveys taken by Maybelline's marketing team at the time indicated consumers didn't consider Maybelline products fashionable, still using the original "Eye" logo.  Updating product colors changed customer perceptions. Especially the teen market.

The Lilly Pulitzer Brand was popular with high society. Because Pulitzer was close friends with Jackie Kennedy, her designs crowned her "The Queen of Prep." And, "Flower Power."

From the inspiration and dedication of Tom Lyle Williams to the the Merchandiser of Maybelline's new owners, Schering Plough in 1971, Maybelline's "Great Lash" has remained an all time favorite Mascara for the last 50 years.