Today is no ordinary Friday because on this very day 100 years ago, one of the world’s most loved beauty brands was born. Maybelline turns 100 today and we’re celebrating a century of innovative make-up, fabulous beauty looks, fearless self expression and what is probably one of the most well known slogans of all time.
The birth of beauty
Once upon a time… in a town called Chicago, lived a girl called Mabel Williams, who liked a boy called Chet Hewes. Chet was a bit of a twit because he had his heart set on someone else, but Mabel knew better and wouldn’t give up. To win his affections, she decided to dazzle him into submission and put soot from an oil lamp onto her eyelashes to blacken them up beautifully.
Mabel’s younger brother, Thomas Williams (a pharmacist) realised that this could all go a bit pear-shaped and decided to help his dear sister by concocting a clever mix of Vaseline and carbon dust to darken her lashes the right way. Chet was smitten (naturally) and they married a year later.
But far more importantly, this marked the creation of the world’s first mascara, not to mention the beginning of a century of success for the iconic cosmetic brand that would be launched two years later in 1915 and named Maybelline, after Mabel and the Vaseline that started it all.
A century of Maybelline looks
To celebrate a century of beauty, Maybelline has put together a collection of their most iconic looks inspired by the past 10 decades. Visit Maybelline.com/100 to get tips on the looks and follow the celebrations tonight with #Maybelline100 and @dearheartbeauty on Twitter and Instagram. We’ll be partying up a storm in Jo’burg and showing you the true beauty of Maybelline 100.
By the 1930s Maybelline had created the first eyebrow pencil, the first eyeshadow and was selling cake mascara for just 10c. One hundred fabulous years later, their mascaras are still some of the best priced buys on the market, and their formulas challenge even the most luxurious brands.
In the 1960s Maybelline launched the first automatic mascara called Ultra Lash, complete with the typical tube and wand we know today.
In 1971 Maybelline created yet another legend – Great Lash Mascara was born and today is still the world’s No.1 selling mascara with one sold every 1.2 seconds!
By the 1980s Maybelline had stretched her wings to include skin, lip and nail products such as Lickety Slicks Lip Crayons and Kissing Potion inspired by the different signs of the zodiac.
In 1991 the gorgeous Christy Turlington joined the Maybelline family and made famous that saying we all know so well today. An icon in her own right, she epitomises the true Maybelline woman who does (and has) it all as a wife, mother, designer, activist, director and global philantropist.
‘Maybe she’s born with it. Maybe it’s Maybelline.’
Also in 1991 Maybelline launched their Shades of You collection to provide women of colour with special make-up formulas that wouldn’t make skin appear chalky.
In 1996 the L’Oréal Group acquired the brand and took it to even greater heights.
So, what does the future hold for Maybelline and the women who love their products? If the trends are anything to go by, the next decade will be all about powerful, confident women who aren’t afraid to take a chance, make a change and express their inner beauty on the outside as well.
Get it at selected retailers and pharmacies