Maybelline: A Guide to the Brand and Products

Maybelline is an American cosmetics brand founded in Chicago in 1915 by Tom Lyle Williams. It has been owned by L’Oréal since 1996 and sells in over 129 countries. The brand is known for affordable makeup across foundation, mascara, eyeliner, lipstick and more.

The Story Behind Maybelline

Maybelline started with a kitchen experiment. In 1915, Tom Lyle Williams watched his sister Mabel mix petroleum jelly with coal dust to darken her lashes and brows. He created a version of it and named the company Maybelline, combining “Mabel” and “Vaseline”. The brand launched its first modern eye cosmetic, Maybelline Cake Mascara, in 1917. It was sold by mail order at first, and later in drugstores from 1932.

In 1971, Maybelline launched Great Lash Mascara. The pink-and-green tube became one of the most recognisable beauty products in the world. L’Oréal acquired Maybelline in 1996, and the brand is now part of L’Oréal’s consumer cosmetics division alongside L’Oréal Paris and Garnier.

What Maybelline Makes

Maybelline’s range covers most makeup categories. The brand is best known for mascara, but it also makes foundation, concealer, powder, blusher and bronzer. Eye products include eyeliner, eyeshadow and brow pencils. Lip products include lipstick, lip gloss, lip liner and tinted balm.

Some of the brand’s most popular lines include Fit Me for foundation and concealer, SuperStay for long-wear foundation and lip products, and Lash Sensational for mascara. The Fit Me Matte + Poreless foundation comes in 40 shades, according to retailer listings. Shade names and numbering differ between brands, so always use Maybelline’s own shade finder and check the return policy.

How to Choose Maybelline Products

Start with your skin type and what you want from a product. If you have oily skin, a matte foundation like Fit Me Matte + Poreless may suit you. If you prefer a lighter feel, a tinted moisturiser or BB cream might work better. For dry skin, a hydrating foundation or a cream formula can feel more comfortable.

Foundation shade matching works best in natural daylight. Swatch a few shades along your jawline and check that they blend without a visible line. If you are shopping online, use the brand’s shade finder. Maybelline has a Foundation Finder tool on its UK site that scans your skin via video to suggest a match.

For mascara, think about the finish you want. Lengthening formulas add length, volumising formulas add thickness, and curling formulas lift the lashes. If you have sensitive eyes or wear contact lenses, look for a formula labelled ophthalmologist tested or suitable for sensitive eyes. The brand states these claims, so check the packaging.

Eyeliner comes in pencil, gel and liquid. Pencil is easiest for beginners. Gel and liquid give a sharper line. Brow products include pencils, powders, gels and pomades. Choose a shade close to your natural brow colour.

Safety, Hygiene and UK Availability

Maybelline products are sold widely in the UK through pharmacies, supermarkets and online retailers. Prices sit in the budget to mid-range band. A mascara typically costs between £8 and £12, and a foundation between £10 and £15. Prices change, so check the current price before you buy.

Makeup products sold in the UK must comply with the UK Cosmetics Regulation, which requires that products are safe for human health when used normally. Products must be labelled with a UK responsible person, a batch number and an ingredients list. Check the period after opening symbol on your products. This looks like an open jar with a number inside, such as 6M or 12M. It tells you how long the product is safe to use after opening. Mascara is usually 3 to 6 months.

Counterfeit makeup is a real risk. The UK government’s Choose Safe not Fake campaign warns that counterfeit beauty products have been found to contain heavy metals and unsanitary ingredients. Buy from reputable retailers and be cautious of prices that seem too low.

On animal testing, Maybelline is not Leaping Bunny certified. According to PETA’s Beauty Without Bunnies database, the brand does test on animals. Maybelline says it complies with L’Oréal’s policy of not testing products or ingredients on animals except where required by regulatory authorities. Some Maybelline products are labelled vegan, including certain mascaras and lip products. Check the packaging for vegan claims.

This is general educational content, not medical advice, and was not reviewed by a medical professional. Patch test any new product first. Results vary by person, skin type and sensitivity. If you are pregnant, breastfeeding or living with a diagnosed skin, allergy or eye condition, check with a doctor, pharmacist or dermatologist before starting a new active ingredient. See a licensed provider for a persistent, severe or worsening reaction. Avoid sharing eye and lip products, follow storage and period-after-opening guidance, and be careful with counterfeit makeup.

Read More: Make Up Products: A Beginner’s Guide