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Mass-market makeup brand Maybelline was founded in 1915 by 19-year-old entrepreneur named Tom Lyle Williams. 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 the mixture with a chemistry set and produced a product sold locally called lash-in-brow-line. Williams renamed his eye beautifier Maybelline, in honour of his sister Mabel, who gave him the idea. In 1996, Maybelline was acquired by L’Oreal and adopted its current advertising slogan, “Maybe she’s born with it. Maybe it’s Maybelline.” Maybelline now has over 200 products and is available in 129 countries worldwide.