Maybellin
Maybellin
Maybellin
History
Maybelline was founded in 1915 by Thomas Lyle Williams. Inspired by his sister Mabel's use of coal dust
and petroleum jelly to enhance her eyelashes, Williams created the first modern mascara formula and
named it Maybelline, a combination of his sister's name and "Vaseline."
The brand initially focused on eye cosmetics and later expanded its product line to include various makeup
items.
Product Range
Maybelline offers a wide range of makeup products across categories such as eyes, lips, face, and
nails.
Ownership
In 1996, Maybelline was acquired by L'Oréal when it purchased the cosmetics division of Wasserstein
Perella & Co. However, the company continues to retain its own image and branding as a L’Oréal
subsidiary.
LOGO Evolution
The Maybelline New York logo has always focused heavily on displaying the iconic name of the
company. In the early years, the organization used a script-style inscription as its primary logo,
featuring an elegant, handwritten typeface.
The letters of the emblem were mainly presented in black, with some green highlights.
After several years of using the same cursive font in their emblem, Maybelline
eventually updated its logo to feature a more modern typeface. The stylish
and elegant nature of the typeface remained, but the letters were refined,
becoming taller and more “upright” in style.
Although the typeface appeared to be more sophisticated than the font used
in the previous design, it maintained its authentic, handwritten aesthetic.
During the late 1970s, Maybelline decided to move away from the script, and cursive font
choices, exploring more simplistic sans-serif typefaces. The new emblem focused on minimalism,
highlighting the professional nature of the company.
The most interesting element of this logo was the way the letters were placed very close together,
making it appear as though certain characters were almost merging into one.
Several years later, in the early 90s, Maybelline refined its wordmark logo again, choosing
another simplistic font. In this variation of the design, the company utilized all uppercase letters,
showcasing the growing strength and confidence of the brand.
Soon after, in 1996, Maybelline decided to reduce the weight of the
characters in the wordmark, using a similar font with much
slimmer letters. In this design, the white space between the
characters was enhanced, and the words “New York” were added
to the second line of the emblem.
During 2019, the Maybelline New York logo regained some of its boldness, with
extra thickness added to the lines of each letter in the wordmark. The words “New
York” underneath the Maybelline name have been carefully spaced to align
perfectly with the “Line” aspect of the wordmark.
Decoding the LOGO
Typography
The typography of the Maybelline logo typically features sleek, modern letterforms. The letters are in
uppercase, conveying a sense of confidence and authority. The choice of font generally maintains a clean
and elegant appearance. Today, the Maybelline logo is a symbol of strength, modernity, and confidence
in the beauty world. The bold, eye-catching letters demonstrate the stability of the brand and its focus on
serving endless generations of consumers. This timeless logo is characterized by clarity, beautiful balance,
and fantastic legibility.
Color
While numerous aspects of the Maybelline New York logo may have changed across the decades, the
color palette chosen by the brand has remained relatively consistent. Almost since the inception of the
brand, the Maybelline logo colors have been primarily a combination of Black and White.
However, it’s worth noting the Maybelline logo color can occasionally change for certain marketing
assets.
Target Audiance
Young Women Inclusive Consumers
Young women in their late teens to early Diversity and inclusivity in its marketing and product
thirties, who are often experimenting with offerings, targeting consumers of all skin tones,
makeup and exploring different beauty trends. ethnicities, and backgrounds. The brand's
These consumers are typically students, young commitment to diversity resonates with consumers
professionals, or individuals starting their who value representation and inclusivity in the beauty
careers. industry.
Vision
Maybelline envisions a world where everyone feels empowered to explore and enhance their
natural beauty, regardless of age, ethnicity, or background. The brand strives to be a global
leader in the cosmetics industry, known for its commitment to inclusivity, innovation, and self-
expression. Maybelline seeks to continuously evolve and adapt to meet the ever-changing needs
and desires of its consumers while maintaining its core values of creativity, authenticity, and
accessibility.
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