The Maybelline New York history includes countless groundbreaking makeup “firsts” with both its innovative products and advertising. Amidst the darkness of the Great Depression, the launch of colorful eyeshadow brightened spirits. In the ‘40s, how-to ads featuring screen stars like Hedy Lemarr showed women ways to wear makeup they’d only seen to date at the theater. The first makeup commercials people watched over their TV dinners in the ‘50s? Maybelline, of course. Then came the first automatic mascara, shadow sticks, and in 1971, the first Great Lash Mascara.
The ‘70s and ‘80s saw Maybelline expand into face, lips and nails with help from its first super-powered spokeswoman, Lynda Carter. And what would the ‘90s have been without those Christy Turlington ads? They were part of the launch of one of the most powerful slogans of all time: Maybe She’s Born With It, Maybe It’s Maybelline. Other famous faces continued to capture the spirit of Maybelline New York during recent decades including Sarah Michelle Gellar, Josie Moran and Kristin Davis. Today’s spokeswomen include Christy Turlington, as a global brand ambassador, and a diverse group of women that includes Emily DiDonato, Jourdan Dunn, Kemp Muhl, Marloes Horst and most recently, the return of Adriana Lima.