Pixie Forever – Maybelline New York has become a symbol of modern beauty, combining quality, trendiness, and affordability in one brand. Known worldwide as a pioneer in cosmetic innovation, Maybelline embodies the vibrant spirit of New York City — energy, confidence, and individuality in every product. With a vision to make beauty accessible to everyone, the brand continues to evolve through innovation and creativity.
A Brief History of Maybelline
The story of Maybelline began in 1915 in Chicago, United States. Thomas Lyle Williams, a young chemist, created the first mascara after being inspired by his sister, Mabel, who used a mixture of Vaseline and coal dust to darken her lashes. From this simple idea, the brand Maybelline was born — a combination of “Mabel” and “Vaseline.”
Two years later, in 1917, the company launched the Maybelline Cake Mascara, the first modern eye cosmetic designed for everyday use. This innovation transformed the beauty industry, making mascara an essential part of every woman’s makeup routine. Since then, Maybelline has continued to introduce revolutionary products that redefine how women express their beauty.
Joining L’Oréal and Global Expansion
After changing ownership several times, Maybelline was acquired by the French cosmetics giant L’Oréal in 1996. This acquisition propelled the brand to a new global level. With L’Oréal’s advanced research and technology, Maybelline New York became the world’s number one makeup brand, now available in more than 120 countries, including Indonesia.
This partnership not only strengthened Maybelline’s global presence but also helped the brand deliver high-performance, skin-friendly formulas. The combination of New York’s urban energy and French scientific expertise has made Maybelline a brand that remains relevant, accessible, and loved across generations.
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Product Innovation and Beauty Philosophy
Maybelline has always been synonymous with innovation. From its groundbreaking mascaras to inclusive foundations, every product is crafted to meet the needs of modern women. One of its most popular lines, Maybelline Fit Me Foundation, offers a wide range of shades designed for all skin tones and types.
Other fan-favorite products, like Maybelline SuperStay Matte Ink and Maybelline Sky High Mascara, perfectly reflect the brand’s philosophy — to create beauty that is easy, practical, and long-lasting.
Its famous slogan, “Maybe she’s born with it. Maybe it’s Maybelline.”, captures the essence of confidence and self-expression, showing that beauty can be both natural and empowered.
Maybelline in the Digital Era
In the age of digital transformation, Maybelline New York has successfully adapted to the changing landscape of beauty marketing and customer engagement. Through dynamic social media campaigns and collaborations with global influencers, the brand maintains strong connections with younger audiences.
Maybelline also introduced its Virtual Try-On tool, allowing users to test products digitally through their devices. This interactive technology helps consumers find their perfect match while creating a fun and personalized beauty experience.
Furthermore, the brand’s digital campaigns consistently celebrate diversity and inclusivity. Maybelline’s advertisements proudly feature models of all ethnicities, skin tones, and styles — reinforcing its belief that beauty belongs to everyone.
Marketing Strategy and Inclusivity Values
Maybelline’s marketing success lies in its ability to redefine beauty as confidence, not perfection. The brand’s global campaigns send a clear message: every person is beautiful in their own way.
In Indonesia and many other countries, Maybelline actively collaborates with local influencers, makeup artists, and beauty communities to introduce its newest products. This localized approach helps strengthen the brand’s presence while connecting authentically with its audience.
Best-Selling Products Loved Worldwide
Maybelline’s wide product portfolio makes it a household name for beauty enthusiasts around the world. Some of its top-rated items include:
- Maybelline Fit Me Foundation: Offers natural finish and diverse shade range for every skin tone.
- Maybelline Sky High Mascara: Adds instant volume and length for stunning lashes.
- Maybelline SuperStay Matte Ink: Long-lasting liquid lipstick that stays up to 16 hours without drying lips.
- Maybelline HyperSharp Liner: Precise and easy-to-use eyeliner for sharp, defined looks.
These products showcase Maybelline’s strength — quality, innovation, and affordability — making it a top choice for women everywhere.
Commitment to Sustainability and Ethics
Beyond beauty, Maybelline New York is also committed to sustainability. Through its Maybelline Green Edition line, the brand works to reduce its carbon footprint by using eco-friendly ingredients and recyclable packaging.
Products in this collection are vegan, ethically sourced, and developed with respect for the planet. Moreover, Maybelline continues to uphold a strict no-animal-testing policy, aligning with L’Oréal’s broader mission to create a more ethical beauty industry.
