Maybelline New York
Mass-market makeup
Mass-market makeup brand known for Great Lash and Sky High mascaras and Superstay lip colour, sold in drugstores and supermarkets in about 120 countries.
Mass-market makeupSince 1915
How it started
Won in a bidding war.
1996bought by L'Oréal
L'Oréal outbid Germany's Benckiser in early 1996 for the US mass make-up maker behind Great Lash mascara.
How big it is
How big is Maybelline New York?
120Countries
Its place in L'Oréal
The mass makeup arm of the group.
Maybelline gives L'Oréal's Consumer Products Division its global mass-market makeup brand, alongside NYX Professional Makeup.
Who it competes with
RRevlonCCoverGirlRRimmelee.l.f. Cosmetics
What L'Oréal does not disclose
- Maybelline sales in any year (no official brand threshold found)
- Brand share of group sales
- Price L'Oréal paid in 1996 (not published by L'Oréal; press figures differ)
- Launch year 1915 is the brand's own heritage date, not stated on the L'Oréal page
- L'Oréal does not report this brand's share of group sales (only its division)
The group behind itL'Oréal
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Sources
Every number on this page comes from L'Oréal's own reports.
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