Founded in Chicago in 1915 by Thomas Lyle Williams, Maybelline began with the world’s first modern eye cosmetic—inspired by his sister Mabel mixing Vaseline with coal dust. Now a global leader under the L’Oréal Group, the brand brings New York City’s high-energy trends to the “sidewalk,” offering technologically advanced, accessible makeup. In late 2024, the brand officially revived its legendary 1991 jingle with a modern, digital-first refresh.

How to apply:

Step 1. Twist collar of the applicator until the concealer is visible on the sponge (may take some turns on first use).

Step 2. Apply concealer to the under-eye area and blend.

Step 3. For extreme dark circles, apply the Neutralizer under concealer.

Step 4. To add luminosity, apply the Brightener to the inner corner of eyes, cheek, brow bones and bridge of the nose.

Ingredients

G852364 1 Aqua/Water/Eau, Cyclopentasiloxane, Dimethicone, Isododecane, Glycerin, Peg-9 Polydimethylsiloxyethyl Dimethicone, Butylene Glycol, Dimethicone Crosspolymer, Nylon-12, Disteardimonium Hectorite, Cyclohexasiloxane, Peg-10 Dimethicone, Cetyl Peg/Ppg-10/1 Dimethicone, Phenoxyethanol, Sodium Chloride, Polyglyceryl-4 Isostearate, Caprylyl Glycol, Disodium Stearoyl Glutamate, Ethylhexylglycerin, Methylparaben, Lycium Barbarum Fruit Extract, Chlorphenesin, Ethylparaben, Aluminum Hydroxide, Peg-9, N-Hydroxysuccinimide, Palmitoyl Oligopeptide, Chrysin, Palmitoyl Tetr Apeptide-7. [+/- May Contain/Peut Contenir: Ci 77891/Titanium Dioxide, Ci 77491, Ci 77492, Ci 77499/Iron Oxides] F.I.L. D44980/4 U.S.Patent Pending