Maybelline is one of India’s best-selling cosmetics brands — found in every beauty store, pharmacy, and online platform. But it is not Indian.
Maybelline is an American brand founded in 1915 in Chicago, Illinois, USA. It is currently owned by L’Oréal — the world’s largest cosmetics company, headquartered in Clichy, France.
Maybelline Brand Overview
| Detail | Information |
| Brand Name | Maybelline New York |
| Founded | 1915 |
| Origin | Chicago, Illinois, USA |
| Founder | Thomas Lyle Williams |
| Global Owner | L’Oréal S.A. (France) — acquired 1996 |
| India Entity | L’Oréal India Private Limited |
| India Since | Mid-1990s |
| Products | Mascara, foundation, lipstick, eyeliner, eyeshadow, concealer |
| Positioning | Affordable mass-market cosmetics |
| Tagline | “Maybe She’s Born With It. Maybe It’s Maybelline” |
The Origin Story
Maybelline’s birth story is charmingly personal. In 1915, a young man named Thomas Lyle Williams noticed his sister Mabel applying a homemade mixture of petroleum jelly and coal dust to her eyelashes to make them appear fuller and darker. Inspired by this observation, Williams developed a commercial version of the product — the world’s first commercially available mascara.
He named the brand “Maybelline” — a combination of his sister’s name “Mabel” and the word “Vaseline” — acknowledging the petroleum jelly that inspired the formulation. This charming naming story is one of the most famous in cosmetics history.
Maybelline grew steadily through the 20th century, expanding its product range from mascara to a comprehensive colour cosmetics brand. In 1996, French cosmetics giant L’Oréal acquired Maybelline — adding it to one of the world’s most powerful beauty brand portfolios.
L’Oréal rebranded it as “Maybelline New York” — leveraging the aspirational appeal of New York City’s fashion status — and expanded the brand aggressively across global markets including India.
Maybelline in India
Maybelline entered India through L’Oréal India in the mid-1990s and rapidly became one of India’s best-selling cosmetics brands. Its combination of accessible pricing, wide product range, and strong aspirational positioning — backed by L’Oréal’s marketing expertise — made it a favourite across age groups.
Products like Maybelline Fit Me foundation, Colossal Kajal, and Color Sensational lipsticks became category-defining bestsellers in the Indian market.
Final Verdict
Maybelline is an American-origin brand currently owned by French company L’Oréal and operated in India through L’Oréal India. It is not an Indian brand.
Frequently Asked Questions (FAQs)
Q: Is Maybelline an Indian brand?
A: No. Maybelline is an American brand founded in 1915, currently owned by L’Oréal of France.
Q: Who owns Maybelline?
A: L’Oréal S.A. — the world’s largest cosmetics company, headquartered in France.
Q: How did Maybelline get its name?
A: The brand was named by combining founder Thomas Williams’ sister’s name “Mabel” with “Vaseline” — the petroleum jelly that inspired the original mascara formula.
Q: When did Maybelline enter India?
A: Mid-1990s — through L’Oréal India Private Limited.
Q: What are Maybelline’s most popular products in India?
A: Colossal Kajal, Fit Me foundation, Color Sensational lipstick range, and Hyper Precise eyeliner are among its bestsellers.
Q: Is L’Oréal India an Indian company?
A: L’Oréal India is incorporated in India but is a wholly owned subsidiary of French parent L’Oréal S.A.