In 1915, Thomas Lyle Williams created the first modern eye cosmetic after noticing his sister Mabel use a combination of Vaseline and coal dust on her eyelashes to make them look fuller. Now Maybelline is a global brand dominating the market by continually reinventing makeup trends with innovative new products and tantalising ad campaigns.
Create the perfect base with Maybelline’s foundations, concealers, powders and primers, and highlight your eyes with the ultimate eye shadows and mascaras. For adding a pop of colour try Maybelline’s quick-dry nail varnishes and lipsticks or treat yourself to beautifully soft lipbalms that heal and protect. However you want to express yourself, from vivid bold looks to subtle nude finishes, you can master your makeup routine with Maybelline.