Maybelline New York

The number one makeup brand in the world


Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. By combining technologically advanced formulations with on-trend expertise and New York edge, Maybelline New York's mission is to offer innovative, accessible and effortless cosmetics for every woman.

*Source Euromonitor International Limited; Beauty & Personal Care 2020ed, retail value, sales, rsp, all retail channels, 2019 data.

Maybelline New York was born with a spark in 1917

Maybelline New York was born with a spark in 1917 when Mabel Williams singed her lashes in a cooking fire— and turned disaster into opportunity by mixing the ashes with Vaseline to create a mascara product for all.
100 years later, that Maybelline spirit lives on, in the spark and spirit of New York. 
Every product we make lives up to our values: Diverse. Hardworking. No-hassle. On the pulse. We create makeup that brings the fashion sensibility and pulse of New York City to the world.  
This vision has propelled us to become the number one global makeup brand in over 120 countries. As our global community continues to grow, we are committed to helping everyone, everywhere look -- and feel -- ready to take on their world.