|Maybelline New York, the leading cosmetics brand in the world, provides quality and innovation with a modern New York feel at attractive prices. Decades before the slogan, "Maybe she's born with it. Maybe it's Maybelline," was created in 1991, the brand was making the "it" accessible to women everywhere and empowering women worldwide to make the most of their unique beauty potential.
Maybelline New York introduced the first modern mascara to the American market in 1917 and made mascara a part of women's daily lives. Great Lash, launched in the US in 1971, remains one of the brand's best-selling products today.
Maybelline New York brings together the feel, the flavor and the success of Maybelline and injects the New York elements that give the city its cool, captivating atmosphere. The brand's spokesmodels - a beautiful, charming, multi-ethnic dream team - are featured in advertising shots taken on the streets of New York. Shade choices and names reflect the trends seen in the city every day. Shade choices and names reflect the trends seen in the city every day. Recent launches such as XXL Volume+ Length Mascara and DreamMatte Mousse foundation have been tremendous successes.