MAYBELLINE NEW YORK began in 1915 when Mabel Williams created a product to define her eyes – soon after, the brand’s mascara became a beauty essential across the US. From these humble beginnings, it grew into a global leader in makeup, known for innovation and accessibility.

What started as a family business is now a trendsetter on catwalks worldwide. Inspired by the energy of New York City, MAYBELLINE NEW YORK creates bold, affordable makeup designed to empower. Their ever–evolving portfolio keeps up with fashion and technology while remaining true to real beauty needs.

Explore the looks loved by millions. Try MAYBELLINE NEW YORK Lash Sensational, a mascara for full fan–effect lashes, MAYBELLINE NEW YORK Fit Me! Matte+Poreless, a mattifying powder for shine control, and MAYBELLINE NEW YORK Dream Matte Mousse, a foundation that blends effortlessly for a flawless matte finish.