Maybelline is a cosmetics company founded in 1915 in New York – its first product was a mascara. The company name is an amalgamation of the sister of its founding chemist (Maybel) and Vaseline, which she used to apply coal dust to her eyelashes to darken them. It was acquired by L’Oreal in 1996. Its advertising slogan is, ‘Maybe she’s born with it. Maybe it’s Maybelline’, and the adverts are famous for their long-lashed beauties!