this article needs additional citations for verification . please help improve this article by adding citations to reliable sources . unsourced material may be challenged and removed . september 2009 learn how and when to remove this template message maybelline type wholly owned subsidiary industry cosmetics founded 1915 founder tom lyle williams headquarters new york city new york united states area served worldwide key people david greenberg president us 1 j r me bruhat president global 2 parent l or al website maybelline.com maybelline llc branded as maybelline new york is a major american makeup brand sold worldwide and a subsidiary of french cosmetics company l or al. 3 history edit the maybelline company was created by a 19 year old entrepreneur named tom lyle williams in 1915 . williams noticed his older sister mabel applying a mixture of vaseline and coal dust to her eyelashes to give them a darker fuller look . he adapted it with a chemistry set and produced a product sold locally called lash in brow line . williams renamed his eye beautifier maybelline in honor of his sister mabel who gave him the idea . in 1917 the company produced maybelline cake mascara the first modern eye cosmetic for everyday use and ultra lash in the 1960s which was the first mass market automatic . 4 in 1967 the company was sold by williams to plough inc. now schering plough in memphis tennessee . the entire cosmetic production facility was moved from chicago to memphis over one week end . in 1975 the company moved its factory to little rock arkansas where it is still located . in 1990 schering plough sold maybelline to a new york investment firm wasserstein perella & co. maybelline operational headquarters remained in memphis until being sold in 1996 when headquarters moved to new york city . the makeup factory moved to brooklyn in 2000 . 5 maybelline received a boost when the company hired lynda carter as the company s beauty fashion coordinator after her television series ended ; she also appeared in several of its television and print advertisements . josie maran miranda kerr sarah michelle gellar melina kanakaredes zhang ziyi siti nurhaliza fasha sandha sheetal mallar julia stegner jessica white and kristin davis have endorsed maybelline products . the current faces of maybelline are adriana lima christy turlington erin wasson kemp muhl emily didonato jourdan dunn marloes horst lisalla montenegro gigi hadid and shu pei . 6 in 1991 the company adopted its advertising slogan maybe she s born with it . maybe it s maybelline . 7 which is still used today . the company was acquired by l or al in 1996 . acquiring maybelline gave l or al access to mass markets in cosmetics . maybelline has released several new products including eye studio collection for eye products fit me collection for foundation facial products and new color sensational shades for lips . currently maybelline is the official makeup sponsor of mercedes benz fashion week . 8 their long running marketing criticism edit there is reasonable evidence that claims that maybelline products were tested on animals are not wholly unfounded . 9 10 during 1989 l oreal ceased to test finished products prior to their launch on the market and has committed to developing alternative methods . 11 although according to a 2010 report it is required by law in some countries to continue with animal testing . 12 the company has made a commitment to work with the authorities in these countries and sharing knowledge about alternative testing methods . according to their website l or al no longer officially tests on animals any of its products or any of its ingredients anywhere in the world . nor does l or al delegate this task to others . an exception could only be made if regulatory authorities demanded it for safety or regulatory purposes . 13 references edit company overview of maybelline llc . businessweek . archived from the original on october 16 2014 . retrieved october 16 2014 . niven lisa 17 april 2014 . jourdan s new job . vogue . retrieved 28 october 2014 . jerome bruhat global brand president of maybelline new york . l oreal profile nyjobsourse cosmetics and skin maybelline . cosmetics and skin . retrieved 8 february 2013 . scribd.com maybelline contracts ss12 . models.com . retrieved 2012 07 19 . lowe and partners stuart elliott september 5 1991 2011 the new york times company retrieved 2012 01 10 whats new maybelline.com people for the ethical treatment of animals 501 front st. norfolk va. 23510 757 622 peta 7382 e mail peta peta online.org reocities.com retrieved 2012 01 10 maybelline animal testing policy sustainabledevelopment.loreal . retrieved 2012 01 10 sustainable development report 2010 retrieved 2012 01 10 the question of animal testing . l or al. v t e l or al cosmetics professional products l or al professionnel l or al technique carol s daughter k rastase redken matrix mizani pureology shu uemura art of hair consumer products l or al paris 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