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.