The Maybelline Story Blog

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.

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.

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

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.

My favorite vintage Maybelline family pictures from Christmas past.

Merry Christmas from Sharrie Williams

Sharrie and Donna Williams, 1949

Sharrie and Donna, 1952,

Tom Lyle with Billee Williams, Christmas, 1959.

Donna, Sharrie and Billee Williams, 1959.

Bill Williams with Tom Lyle Williams, 1959.

Tom Lyle and Bill Williams, with Billee in the background, 1959

Tom Lyle with googley eye glasses, 1959.

Preston Williams, 1960

A perfect gift for all readers who love TRUE STORIES full of love, glamour,

beauty, power and family dynasties, set in a glorious vintage era.

Includes vintage photos and classic Maybelline ads, featuring

some of Hollywood's most stunningly gorgeous leading ladies...

Enjoy!

Merry Christmas vintage Christmas card from Maybelline Founder Tom Lyle Williams, to his family in the 1950s

Original Maybelline Christmas Card 1952.

Sharrie Williams, Original Maybelline Family Descendant, wanted to be a Maybelline Model, but, ended up writing her family's history in her book, The Maybelline Story

looking 35 at 18 didn't get me a Maybelline model contract. But the Maybelline Story was born.

Nana, my dad Bill, me with dyed black hair and my dad's uncle, Tom Lyle Williams, founder of the Maybelline Company.

I hoped to be a Maybelline model after I graduated high school. My grandmother convinced me to dress up for Christmas in a black cocktail dress, heals and of course my Chicken of the Sea hair-do to impress Unk Ile. He took one look at me he said, "My god, Sharrie, you look like a 35 year old woman, not a teenage girl.

Was that a good or bad thing? I wasn't sure, but it wasn't what he was looking for in a Maybelline model. He was targeting the teenage market in 1966. In fact, Unk Ile, wanted just the opposite of my exotic look. Maybelline was going for a softer, more natural look. So my hopes of becoming the next teen Maybelline model were smashed.

Nana watched me mope around a while, then said, "Sharrie, Darling, why don't you go back to Chicago next summer and stay with your Great aunts and uncles, meet your cousins and and get to know the Chicago branch of the family.

My spirits lifted and I was on my way. Here I am, Queen of the super rollers, with my sister, Donna and her pin straight surfer girl hair. she was happy to see me go for the summer, envisioning driving my 57, blue and white Chevy, to the beach everyday and surf. I was excited to take my first plane ride back to where the story all began.

Exotic and over dressed for every occasion in Chicago.

Nana encouraged me to take notes to document my trip in a letter to Unk Ile, when I got back. I did, and those notes became part of the book I'd publish 45 years later.

When my house burned down in 1993 most of my pictures of my trip to Chicago were lost. this picture of auntie Eva and uncle Ches at their home on Mercer Lake survived. It was here, as well as with Auntie Mabel and uncle Chet, Aunt Verona and Aunt Bunny, that the Maybelline Story, began to unfold. They loved showing me pictures, letters, and sharing stories about the early days of Maybelline. With their help I pieced together a memoir, The Maybelline Story and the Spirited Family Dynasty Behind It.

Memories of Mabel and Chet on their Wedding Day, Tom Lyle Williams, aka Unk Ile to us, Maybelline eye shadow in the 1930's and an original Maybelline ad from 1925.

After two wonderful months of getting to know my aunts, uncles and cousins, I returned to California, (as you can see I don't look very happy about it.) I wanted to stay in Chicago and start college, but my parents insisted I come home. So here I am at the airport, with my mother, Pauline, My dad, Bill, Nana and little Preston and Billee.

I did keep a diary of my trip to Chicago and wrote a 25 page letter to Unk Ile. He was quite impressed with my writing and said, "Sharrie, you certainly have a way with words, I think you'd make a great copy writer. He didn't offer a modeling contract, but he did tell me that if I got a degree in advertising, he'd open every door for me. He also said, I really don't want my story told, but if you do someday write it, I don't want to be remembered as the man who invented mascara, I want to be remembered as the "King of Advertising."

Read more of my book, The Maybelline Story. I guarantee you, you won't be able to put it down.

Forensology with Dr Mozelle Martin: where Forensic handwriting analysis and Psychology meet

YouTube interview with author Sharrie Williams

Dr Martin interview with author of The Maybelline Story, Sharrie Williams

Grease Premiere in London 1978 with John Trivolta and David Van Houten. A new tell all book that reads faster than Greased Lighting

David Van Houten Psy.D and I have been friends for over 40 years. He is a main character in my 1,000 page manuscript, optioned by producer, Marie D. Jones for a TV series. David is writing a memoir about living in New York during the tumultuous 70's and 80's including his tenure with Paramount Pictures.

Excerpt from the Grease opening in London

We were in one car with John in a limousine. Olivia Newton John, who joined us for the tour, was in the car behind. As we got closer to Lester Square the crowds were enormous, thousands and thousands of people there to see the man I’m setting next to! In those days there were two important differences (negatives). 1. windows on Limos weren’t blacked out, so you could see into the car and second, security was very Lazy Fare. In that, we only had a couple of guards drive in with John, however, the tons of police we have come to expect at these things and for people who are much less apt to create the frenzy John created, just didn’t exist.

If you Google Grease premiere London, you can see what it was like. The real drama occurred with people, who we were trying to not run over as we inched to the entrance, began to recognize John in the car and reacted, well you can only imagine. They began jumping on the car and beating on the windows. We inside were terrified, plus the driver, who was a fellow who was not particularly trained, panicked. We were trapped.

To be honest, I don’t remember what we did then. Though, photos and video cameras showing John and I shoving our way through the crowd, alone. We realized we were on our own since no one had pictured how getting from the car to the theater front was to really happen. My feeling was that no one else was going to help us, so I’d better earn my salary and grab John and just get him in. I’m sure after time, movie stars learn to anticipate this, or rather, their handlers do, so the kind of ciaos we experienced that night doesn’t happen, because, it’s actually dangerous.

ANITA LOUISE ADLER, Maybelline's Scarlett O'Hara. Anita Louise, may not have won the part of Scarlett O'Hara, but she was most assuredly, one of Maybelline's most stunning models in 1938.

Maybelline ad, featuring Anita Louise, who stared in opulent costume dramas such as Madame DuBarry (1934), A Midsummer’s Night Dream (1935), Anthony Adverse (1936), and Marie Antionette (1938). She was selected to do a screen test for the role of Scarlett O’Hara in Gone with the Wind in 1938, but of course, the role went to Vivien Leigh.

Anita Louise was described as one of cinema's most fashionable and stylish women. She and her husband Buddy Adler, were known for their parties, attended by Hollywood's elite.

Gorgeous Anita Louise with her striking husband, Buddy Adler on their Wedding Day, 1940.

At the time Anita was cast for the role of the loving and caring mother Nell McLaughlin in My Friend Flicka, she had been married to Buddy Adler—a top executive with 20th Century-Fox.

From Here to Eternity winners: director Fred Zinnemann, supporting actress Donna Reed, producer Buddy Adler and screenwriter Daniel Taradash.