Maybelline

What Maybelline does

Maybelline is a mass-market color cosmetics brand founded in 1915 and operated as a wholly-owned subsidiary of L'Or\u00e9al (acquired 1996) within L'Or\u00e9al USA S/D, Inc., headquartered at 10 Hudson Yards, New York. The brand develops and manufactures eye, face, and lip makeup across roughly a dozen core collections including Fit Me, Instant Age Rewind, Super Stay (face and lip), Lifter (face and lip), Lash Sensational (Sky High, Sky Tubes), The Colossal, Master Precise, Express Brow, and Color Tattoo. Underlying the physical catalog is a proprietary technology stack: ModiFace-powered augmented-reality virtual try-on (originally developed within L'Or\u00e9al), AI Foundation Shade Finder, AI shade matching quizzes for lip, brow, and mascara categories, and AR smart mirrors deployed in select retail locations. L'Or\u00e9al's North Little Rock, Arkansas plant, built in 1975 as the original Maybelline manufacturing site, currently produces approximately half of all mascara sold in the United States.

Maybelline generates revenue through one-time consumer product sales at mass-market price points of roughly $8-$15 per SKU, distributed via drugstores (CVS, Walgreens), mass retailers (Target, Walmart), beauty specialty (Ulta, Sephora), e-commerce (maybelline.com, Amazon, TikTok Shop, SHEIN), and regional partners including Nykaa in India. Its go-to-market blends a digital-first, social-led consumer motion with high-spend influencer and entertainment partnerships (Love Island USA, Spotify India, Hannah Montana, ReelShort microdramas) and a ~$60M US media budget managed through VML since January 2026. Recent strategic moves include a flagship OpenAI partnership surfaced through ModiFace inside ChatGPT (announced VivaTech 2026), the first-ever virtual makeup application on Microsoft Teams (280M users), and SHEIN Middle East entry in April 2025.

The brand serves broad mass-market consumers across 120+ countries but explicitly targets Gen Z and Millennial digital-first shoppers through TikTok, Instagram, and YouTube ecosystems, supported by an active 2026 product launch pipeline (Lifter Plump & Glow Foundation, Shadow Drip Eye Tint, Brow Inserts, Moisturizing Serum Lipstick). Brand strength is reinforced by long-tenured trademarks such as 'Maybe she's born with it, maybe it's Maybelline' and recognition as the #1 brand in eye and lip makeup categories in the April 2026 AI Visibility Index.

Name

Maybelline

Legal name

L'Oréal USA S/D, Inc.

Website

https://maybelline.com

Company type

Private

Founded year

1915

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Maybelline is a mass-market color cosmetics brand and wholly-owned subsidiary of L'Or\u00e9al, selling affordable eye, face, and lip makeup across 120+ countries via drugstores, mass retailers, and digital channels, augmented by proprietary ModiFace AR/AI virtual try-on technology.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC)

Keywords

• Color cosmetics
• Mass-market makeup
• AR virtual try-on
• Longwear mascara
• Inclusive foundation

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Technology or R&D, Personnel

Revenue model

1. Consumer Product Sales (Mass Retail): Maybelline generates the majority of its revenue through sales of color cosmetics products (mascara, foundation, lipstick, eyeliner, eyeshadow, brow, blush) at mass-market price points ($8-$15) through drugstores, mass retailers (Target, Walmart, CVS, Walgreens), and beauty specialty stores (Ulta, Sephora).
2. E-commerce / DTC Sales: Direct-to-consumer sales through maybelline.com and brand storefronts on Amazon, TikTok Shop, and SHEIN, as well as online through major retail partner websites.
3. AI-Powered Product Discovery: Maybelline New York's ModiFace virtual try-on integrated into ChatGPT as part of the OpenAI partnership drives AI-powered product discovery and conversion through immersive consumer experiences.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels12 records

Core offering

Maybelline develops, manufactures, and sells affordable color cosmetics spanning eye (mascara, eyeliner, eyeshadow, brow), face (foundation, concealer, blush, bronzer, primer), and lip (lipstick, gloss, liner, balm) categories at mass-market price points typically ranging from $8 to $15. The brand is the world's top cosmetic brand, available in over 120 countries, and complements its physical products with digital beauty experiences including AR-powered virtual try-on, AI shade matching, and personalized product quizzes.

Product overview

Maybelline New York is a mass-market cosmetics brand owned by L'Oréal, offering an extensive portfolio of makeup products across eye, face, and lip categories. The product ecosystem centers on several core sub-brands: Fit Me provides true-to-tone foundation and concealer matching skin tone and texture; Instant Age Rewind delivers instant face transformations with multi-use concealers; Super Stay offers high-performance longwear formulas resisting smudge and transfer for 24-30 hours; and Lifter combines skincare ingredients like peptides and hyaluronic acid with cosmetic coverage. The mascara lineup spans Lash Sensational (including Sky High and Sky Tubes), The Colossal for dramatic volume, and tubing mascara technology. Lip products include Super Stay Matte Ink and Vinyl Ink for longwear color, and Lifter Lip for hydration. Beyond physical products, Maybelline operates a Virtual Beauty Studio platform offering AR-powered virtual try-on, AI-driven Foundation Finder, and interactive quizzes for personalized product recommendations. A notable innovation is the Microsoft Teams virtual makeup integration providing 12 digital makeup looks for video calls, and integration with ChatGPT for AI-powered virtual try-on experiences. The brand is available in over 120 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Fit Me: Face makeup collection featuring true-to-tone shades and non-comedogenic formulas for natural coverage
• Instant Age Rewind
• Super Stay
• Lifter Face
• Lifter Lip
• Lash Sensational
• The Colossal
• Tattoo Studio
• Express Brow
• Color Tattoo
• Sky High
• Colossal Bubble

Products and services

• Fit Me Collection True-to-tone foundation and concealer collection matching individual skin tone and texture with non-comedogenic formulas for natural-looking coverage, paired with AI-powered Fit Me Finder shade-matching tool.
• Instant Age Rewind Collection Face makeup collection including the Instant Eraser Concealer for concealing, contouring, and correcting with patented built-in applicator, plus color corrector, foundation, and 4-in-1 perfector products.
• Super Stay Face Collection High-performance longwear formulas including Super Stay Matte Ink, Vinyl Ink, and Hybrid Powder-Foundation that resist smudging and transfer for up to 24-30 hours of wear.
• Lifter Face Collection Skincare-hybrid face makeup collection with formulas containing peptides, niacinamide, and hyaluronic acid for plumping and lifting effects combined with cosmetic coverage.
• Lash Sensational Collection Mascara collection featuring Sky High Mascara for length and volume, Sky Tubes tubing mascara for extension-like lashes, and Body mascara for full volume lift.
• The Colossal Collection Bold volume mascara collection including Colossal Bubble mascara with inflate-to-volume technology and Colossal Big Shot for instant dramatic volume.
• Super Stay Lip Collection Longwear lip color including Super Stay Matte Ink for saturated matte finish, Vinyl Ink for vinyl shine, and Teddy Tint for blurred matte, all with multi-hour transfer-resistant wear.
• Lifter Lip Collection Hydrating lip products with Hyaluronic Acid including Lifter Glaze oil balm, Lifter Gloss, Lifter Plump for plump effect, and Lifter Liner for overlining.
• Express Brow Collection Easy everyday brow products including Ultra Slim defining pencil, 2-in-1 pencil and powder duo, and Fast Sculpt brow gel for effortless shaping and filling.
• Master Precise Collection Precision eyeliners including Master Precise liquid pen for easy all-day lines and Master Precise Ink metallic liquid eyeliner for intense high-impact color.
• Super Stay Summer Shot Tanning Drops Buildable self-tanner for face with up to 96HR natural-looking wear, containing 2% hyaluronic acid and coconut extract for hydration.
• Virtual Beauty Studio Suite of digital beauty tools including Virtual Try-On powered by ModiFace augmented reality, Foundation Finder using AI shade matching, and interactive quizzes for mascara, lip, and brow product recommendations.
• 2026 New Product Launches (Shadow Drip Eye Tint, Brow Inserts, Moisturizing Serum Lipstick, Lifter Plump & Glow Foundation, Lifter Concealer) 2026 product launches including Shadow Drip Eye Tint Shimmer Liquid Eyeshadow, Brow Inserts Eyebrow Multiplying Pen & Brush, Maybelline Moisturizing Serum Lipstick, Lifter Plump & Glow Foundation, and Lifter Concealer.

Quantifiable outcome

• Maybelline led in eye and lip makeup categories in the AI Visibility Index (April 2026), measuring brand mentions in over 5,200 ChatGPT responses related to personal care and beauty.
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature7 records

Partnerships

15 partnerships are on record, tiered regional, core and minor.

• Spotify IndiaregionalGTM or Marketing Partner · 18 June 2026Maybelline New York partnered with Spotify India to launch MAYBE IT'S MY STAGE, a first-of-its-kind cultural IP combining makeup and live music experiences, with an exclusive show headlined by artist Nikhita Gandhi. The immersive event celebrated self-expression while showcasing Maybelline products designed for India's climate.
• OpenAIcoreTechnology or Integration · 17 June 2026L'Oréal and OpenAI announced a strategic AI collaboration at VivaTech 2026, with Maybelline New York serving as the first brand to integrate its ModiFace-powered Makeup Virtual Try-On technology directly within ChatGPT. The partnership aims to transform beauty shopping through AI-powered consumer experiences and accelerate innovation in product development and content creation.
• HugzminorGTM or Marketing Partner · 23 May 2026Hugz partnered with Maybelline New York to launch Mabel the Manta Ray, a limited-edition weighted stuffed animal for Mental Health Awareness Month. Proceeds are donated to NAMI, aligning with Maybelline's Brave Together mental health initiative.
• SportsishminorGTM or Marketing Partner · 28 April 2026Maybelline partnered with Sportsish, a female-forward digital sports media company founded by Lily Shimbashi in 2021, as part of brand collaborations targeting women's sports audiences and authentic female connections.
• Disney Branded Television (Hannah Montana 20th Anniversary)minorGTM or Marketing Partner · 23 March 2026Disney Branded Television and Maybelline New York partnered to create a free two-day Hannah Montana pop-up experience in NYC's Greenwich Village as part of the show's 20th anniversary celebrations, recreating the iconic glam closet with interactive beauty stations and photo opportunities.
• New York Road Runners (NYRR)minorGTM or Marketing Partner · 21 March 2026Maybelline New York served as title sponsor of the Maybelline Women's Half Marathon for the second consecutive year in 2026, organized by nonprofit NYRR. The event drew approximately 5,000 women participants and raised funds for NAMI's Brave Together mental health program.
• Aisha Bowe, Alex Aster, Ilona Maher (Record Breakers campaign)minorGTM or Marketing Partner · 10 March 2026Maybelline New York launched its 'Record Breakers Go Sky High' campaign for Women's History Month, featuring aerospace engineer Aisha Bowe, author Alex Aster, and Olympic medalist Ilona Maher to promote the Sky High Mascara. The digital and social media campaign ran across Instagram, TikTok, YouTube, and maybelline.com.
• Teens in Times (TNT)regionalGTM or Marketing Partner · 20 January 2026Maybelline New York announced the appointment of Chinese boys group Teens in Times (TNT) as Brand Ambassadors and Global Partners. The partnership leverages TNT's cultural influence among Chinese youth to accelerate Maybelline's digital-first and youth-centric marketing strategies globally.
• VMLcoreImplementation/ SI/ Consulting Partner · 1 January 2026VML was named lead U.S. social agency for Maybelline New York and Essie brands following a competitive review, consolidating what had been a patchwork of internal teams. The agency handles social strategy, content production, and community management, with content live since January 2026. Maybelline media spend in 2025 was approximately $60 million.
• Maximum Effort (Agency)minorImplementation/ SI/ Consulting Partner · 26 November 2025Maybelline developed its holiday microdrama series 'Maybe This Christmas' with agency Maximum Effort, featuring Lacey Chabert and Dustin Milligan from Netflix's 'Hot Frosty', running across Facebook, Instagram, YouTube, TikTok, and ReelShort.
• Love Island USA (NBCUniversal/Peacock)coreGTM or Marketing Partner · 2 June 2025NBCUniversal's Peacock announced Maybelline New York as an integrated brand partner for Love Island USA Season 7, delivering branded activations throughout the season. The partnership features a sweepstakes and shoppable Love Island product collection on maybelline.com.
• SHEINregionalChannel Partner/ Reseller/ Distributor · 1 April 2025Maybelline has been onboard with SHEIN since April 2025, establishing strong partnerships in UAE and KSA through both retail and marketplace models. The collaboration enables Maybelline to reach SHEIN's digital customer base in the GCC region, leveraging SHEIN's advanced logistics and local infrastructure for faster delivery times.
• Microsoft TeamscoreTechnology or IntegrationMaybelline partnered with Microsoft to offer the first-ever virtual makeup application on Microsoft Teams, providing 12 free virtual makeup looks to all 280 million Teams users worldwide. The partnership extends Maybelline's digital presence into professional contexts, positioning makeup as a confidence tool for work.
• NykaaregionalChannel Partner/ Reseller/ DistributorNykaa, India's leading beauty e-commerce platform, distributes Maybelline products in the Indian market. Maybelline participated in Nykaa's Pink Love Sale with discounts up to 60%, and Fenty Beauty also entered Indian market through Nykaa in March 2024.
• ReelShort (microdrama platform)minorGTM or Marketing PartnerMaybelline debuted its 'Maybe This Christmas' 5-part microdrama series on ReelShort on December 2, as part of the brand's exploration of microdrama advertising formats for reaching younger consumers on emerging platforms.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CoverGirl: CoverGirl (owned by Coty) is Maybelline's closest direct mass-market competitor, also selling color cosmetics at drugstore price points through similar mass and drugstore retail channels with comparable consumer demographics.
• e.l.f. Beauty: e.l.f. Beauty is a mass-market disruptor that has rapidly gained color cosmetics share through aggressive value positioning, viral Gen Z marketing, and similar drugstore/e-commerce distribution, directly competing with Maybelline on price and shelf placement.
• NYX Professional Makeup: NYX (also owned by L'Oréal) is a sister mass-market color cosmetics brand specializing in Gen Z and pro-consumer segments through Sephora and drugstores, directly overlapping with Maybelline's eye, face, and lip product portfolios.
• Revlon: Revlon is a heritage mass-market color cosmetics brand competing in the same drugstore channel with overlapping product categories (foundation, mascara, lipstick) at comparable price points, though currently navigating financial restructuring.
• Rimmel London: Rimmel (Coty) is an international mass-market color cosmetics brand with similar pricing, drugstore distribution, and product categories (mascara, foundation, lip) targeted at similar younger consumer segments across global markets.

Broad incumbents

• L'Oréal Paris: L'Oréal Paris is a sister brand under L'Oréal with overlapping mass-market beauty positioning across color cosmetics, skincare, and hair care; competes for the same shelf space and consumer wallet share within the parent's portfolio.
• MAC Cosmetics: MAC (Estée Lauder) is a broad color cosmetics incumbent with strong mascara, foundation, and lip franchises selling through department stores, freestanding, and specialty retail; serves as benchmark for pro/artist positioning that Maybelline sometimes encroaches on with premium launches.

Emerging players

• Fenty Beauty: Fenty Beauty (LVMH/Kendo) pioneered inclusive shade range expansion in color cosmetics and captured significant Gen Z and multicultural consumer share, posing a direct competitive threat to Maybelline's inclusive foundation positioning.
• Rare Beauty: Rare Beauty (Selena Gomez) is an emerging Gen Z beauty brand built through social media virality and inclusive positioning; competes with Maybelline for younger consumer mindshare in lip, face, and eye categories through Sephora specialty channel.
• Charlotte Tilbury: Charlotte Tilbury is a rapidly growing prestige color cosmetics brand with cult-favorite Pillow Talk franchise and celebrity-founder appeal; represents the prestige-tier encroachment that pressures Maybelline's masstige premium launch strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@maybelline
• Instagraminstagram.com/maybelline
• Xx.com/maybelline
• Facebookfacebook.com/maybelline
• LinkedInlinkedin.com/company/maybelline-fashion

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maybelline