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Maybelline New York, world leader of makeup, is present in more than 100 countries. Combining formulas of spikes with a trends expertise and spirit of new Yorkers, the Maybelline New York mission is to provide innovative, accessible and easy to use all women cosmetics.


In 1915, Mabel Williams, a young woman from Chicago, was looking for a way to beautify his gaze. Naturally inventive, the young woman had the idea to mix of vaseline and coal dust and apply the mixture on her eyelashes and eyebrows. Inspired by the potential of this craft invention, his brother Thomas Lyle Williams founded the Maybell Laboratories, and began to sell the mascara by correspondence. Soon, women from the four corners of the United States has pulled out products Maybelline, a craze whereby the company replied in the 1930s by offering its products in stores. Therefore, the legendary product line has ceased to grow.

In 1971, after half a century of continuous innovation, Maybelline marked the world of cosmetics by launching the revolutionary mascara Great Lash based on water, in his pink and green tube developed a cult following. Since then, this mascara has become one of the best-selling beauty products in the world and a favorite of many celebrities and make-up artists. Today, Maybelline New York is a leader in the category mascara, thanks to its iconic line Volum’ Express: the Colossal known immediate worldwide success, and shortly after its launch in 2010, the impact false eyelashes ranked No. 1 of mascaras.


A major innovation appeared in 2004 with the launch of Dream, a substantive range of complexion, blush, powder bronzer and concealer. Dream Matte Mousse, with its light and micro-aerated formula revolutionary, is today Foundation No. 1 in the world. In 2009, Maybelline New York pushed back the products category for the complexion with the launch of its first BB cream in Asia. Since then, millions of women around the world have fallen under the charm of the unique formula of Dream Fresh BB 8 in 1. In the category red lipstick, Maybelline New York Color Sensational collection launching in 2009: 4 easily identifiable color families, covering a wide range of shades. Success with its creamy texture and its bright color, the range reinvents itself constantly, offering bold collections in line with the trends of the moment. The latest success of Maybelline New York has been the introduction of the nail polish Color Show in 2012. This range to the textures, colours and cutting-edge effects, inspired by the New York fashion shows, has allowed all the women to adopt the styles most trends in Polish.


2009 marks a milestone for Maybelline New York. After Amsterdam, Berlin and Moscow, Maybelline New York captured the coveted title of Sponsor official makeup of the Mercedes-Benz Fashion Week in New York. Maybelline New York has since evidence of creativity and know-how on the catwalks, working with fashion designers to develop the beauty of next season trends. Today, Maybelline New York is proud to be sponsor official makeup of thirteen weeks to fashion the world.

With the glamour and the energy of New York, with the latest cosmetic innovations and trends of fashion, the podium at the street, Maybelline New York offers women from around the world to express their personality.


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