What is the history of Maybelline?

The story goes that in 1913, Miss Mabel Williams employed just such a concoction preparing for a date. Perhaps using coal dust or some other readily available darkening agent, she applied the mixture to her eyelashes for a date.  Her brother, Thomas Lyle Williams, was intrigued by her method and decided to add Vaseline to the mixture, notes a Maybelline company history. It soon became clear that his “Lash-Brow-Ine” had potential, despite the products less than a memorable name. In honor of his sister Mabel, Chesebrough renamed the Mascara “Maybelline.” Maybelline trumpeted its mail-order mascara in movie and confession magazines as well as Sunday newspaper supplements. Sales continued to climb. By the 1930s, Maybelline mascara was available at the local five-and-dime store for 10 cents a cake. Today, both Vaseline, now part of Unilever, and Maybelline, a subsidiary of L’Oréal, continue with highly successful products, distantly removed from northwestern Pennsylvania’s antique derricks and oil wells.

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