Maybelline New York
Maybelline New York is a global mass-market cosmetics brand owned by L'Oréal S.A., selling affordable makeup (mascaras, foundations, lip products, brow/eye items) across 120 countries through DTC e-commerce, physical retail, and wholesale channels, augmented by AR-powered Virtual Try-On tools.
- Company typePrivate
- Founded1915
- HeadquartersBraga, Portugal
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Maybelline New York does
Maybelline New York is a mass-market cosmetics brand founded in 1915 in New York and acquired by L'Oréal S.A. in 1996, where it operates as a wholly-owned brand within the Consumer Products division. The brand offers a comprehensive portfolio of makeup products across five core categories — eyes (mascaras, eyeliners, brow products, eyeshadows), face (foundations, concealers, blushes, bronzers, highlighters, contouring), and lips (lipsticks, glosses, liners, tints) — with more than 1,000 shades offered globally to serve diverse skin tones. Its flagship franchises include Lash Sensational Sky High mascara, Fit Me foundation, Instant Age Rewind concealer, Super Stay Matte Ink/Vinyl Ink lipsticks, and the Lifter gloss line. The company pairs this product portfolio with a Virtual Try-On tool powered by augmented reality and computer vision that enables consumers to digitally test foundation shades, mascara, lipstick, and other products before purchase.
The brand generates revenue primarily through consumer product retail (one-time purchase of physical makeup) supplemented by advertising and brand-partnership integrations such as the Love Island USA Season 8 sponsorship on Peacock (one of 21 brand partners, with ad sales up 73% year-over-year) and the global Miley Cyrus ambassadorship. Distribution operates through three layers: an owned direct-to-consumer e-commerce channel (maybelline.pe and other regional sites), a physical retail network anchored by MFA stores and major mass-market retailers across 120 countries, and wholesale distribution through pharmacies, supermarkets, and cosmetics chains. Pricing is mass-market accessible rather than prestige; specific SKU pricing is not publicly disclosed. Customer segments skew heavily toward Gen Z and millennial women, with mass-market consumers globally as the primary horizontal segment. Marketing combines celebrity partnerships, TV/streaming show integrations, influencer content, original video series (e.g., "Chisme Sin Filtro"), and social/digital campaigns. The brand is led by Global Brand President Trisha Ayyagari and is operated under L'Oréal's corporate governance, with no independent capital structure, funding history, or standalone financial disclosures.
Maybelline New York firmographics
Firmographics- Name
- Maybelline New York
- Legal name
- Maybelline New York
- Website
- https://maybelline.pe
- Company type
- Private
- Founded year
- 1915
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Maybelline New York is a global mass-market cosmetics brand owned by L'Oréal S.A., selling affordable makeup (mascaras, foundations, lip products, brow/eye items) across 120 countries through DTC e-commerce, physical retail, and wholesale channels, augmented by AR-powered Virtual Try-On tools.
- Ownership category
- akta.pro rank
Maybelline New York industry classification
Industry- Product category
- Color Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
- akta.pro secondary industries
- Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)
Keywords
Where Maybelline New York is headquartered
LocationHeadquarters
- HQ city
- Braga
- HQ country
- Portugal
- HQ region
- Europe
Offices2 records
Markets served
Maybelline New York business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Technology or R&D, Operations, Personnel
Revenue model
- Consumer Cosmetics Retail: Direct-to-consumer sales of makeup products including foundations, mascaras, lipsticks, eyeliners, and blush through owned e-commerce and retail partners. Mass-market positioning with accessible price points for global consumer base.
- Brand Partnerships & Advertising: Advertising integration partnerships with TV shows like Love Island USA and branded content collaborations with influencers and celebrities including Miley Cyrus.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Maybelline New York product offering
Product offeringCore offering
Maybelline New York manufactures and sells a comprehensive range of color cosmetics including foundations, concealers, mascaras, eyeliners, eyeshadows, lipsticks, lip glosses, blushes, and bronzers under brands such as Lash Sensational, Fit Me, Superstay, Falsies, Instant Age Rewind, and Tattoo Liner. Products are positioned at mass-market price points and distributed through owned e-commerce, mass retail, and pharmacy channels across 120 countries.
Product overview
Maybelline New York is a cosmetics brand offering a comprehensive portfolio of makeup products across five core categories: Eyes (mascaras, eyeliners, eyebrow products, eyeshadows), Face (foundations, concealers, blushes, bronzers, highlighters, contouring), and Lips (lipsticks, lip glosses, lip liners, lip tints). The brand portfolio includes iconic mascara lines (Lash Sensational, The Falsies, Colossal), foundation lines (Fit Me, Superstay), concealer (Instant Age Rewind), and lip products (Super Stay Matte Ink, Super Stay Vinyl Ink, Lifter). A Virtual Try-On tool powered by augmented reality allows customers to test products digitally. The products are positioned as accessible, innovative cosmetics manufactured in New York City with formulations tested for efficacy and safety. The brand operates in 120 countries with over 1000 shades offered globally.
Differentiator
Problem solved
Functional benefit
Products and services
- Lash Sensational Sky High Mascara Mascara designed for maximum length and volume, featuring a flexible tower brush with bamboo extract and fibers for up to 24-hour waterproof wear.
- Lash Sensational Firework Mascara Mascara that expands lashes 360 degrees using super helix brush technology with long and short bristles for volume and length.
- The Falsies Surreal Extensions Mascara Hybrid extension-effect mascara providing +36% length and volume with a propeller brush that separates each lash.
- The Falsies Lash Lift Mascara Mascara designed to lift and curl lashes for a dramatic effect.
- Colossal Bubble Mascara Volumizing mascara with bubble technology for dramatic volume.
- Volum Express Colossal Waterproof Mascara Waterproof mascara providing up to 36-hour wear with intense volume.
- Fit Me Fresh Tint Foundation Skin tint with SPF 50 and Vitamin C, providing light natural coverage with a fresh matte finish.
- Fit Me Matte + Poreless Foundation Liquid foundation with matte finish that controls shine and minimizes the appearance of pores while hydrating skin.
- Superstay Lumi-Matte Foundation Liquid foundation with luminous finish, lightwear technology, high coverage, and up to 30-hour wear.
- Super Stay Active Wear Foundation Foundation designed for active wear with coverage and durability for active lifestyles.
- Instant Age Rewind Concealer Concealer with Goji berries and Haloxyl that corrects dark circles, hydrates for 12 hours, and has a unique sponge applicator.
- Fit Me Concealer Concealer that matches skin tone and provides natural coverage.
- Superstay Active Wear 30H Concealer Long-wear concealer with up to 30-hour coverage for active lifestyles.
- Super Stay Matte Ink Liquid Lipstick Liquid lipstick with matte finish providing up to 16 hours of saturated color with an exclusive arrow-shaped applicator.
- Super Stay Vinyl Ink Liquid Lipstick Liquid lipstick with vinyl shine finish, Color Lock formula, up to 16-hour wear, smudge-proof and transfer-resistant.
- Superstay Teddy Tint Lip Tint Lip tint with comfortable wear and natural-looking color.
- Lifter Plump Gloss Plumping lip gloss with Maxi-Lip and chili pepper for instant 30% plumper-looking lips, enriched with hyaluronic acid.
- Lifter Gloss with Hyaluronic Acid Lip gloss formulated with hyaluronic acid for hydration and plump-looking lips.
- Lifter Liner Lip Liner Lip liner for precise lip definition and color matching.
- Tattoo Liner Play Eyeliner Colorful liquid eyeliner with ultra-precise tip, waterproof, up to 48-hour wear, smudge-proof and transfer-resistant.
- Tattoo Liner Dip In Eyeliner Liquid eyeliner in dip-in format for precise eye looks.
- Tattoo Liner Pen 48H Eyeliner Liquid eyeliner pen with up to 48-hour wear for precise application.
Quantifiable outcome
- Best-performing beauty brand across AI platforms ChatGPT, Gemini, Perplexity, and Claude in Foundation agency study
- +1 more outcomes
Companies that use Maybelline New York
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Maybelline New York technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature2 records
Maybelline New York partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- NBCUniversal/Peacock (Love Island USA)coreMaybelline is one of 21 brand partners integrated into Love Island USA Season 8 on Peacock, with product integration directly into the villa and custom ads featuring franchise talent. Ad sales investment up 73% vs last season, positioning this as the franchise's biggest revenue-driving season. Show ranked as top overall streaming series and top streaming series among Gen Z audiences.
- Miley CyrusflagshipGlobal icon Miley Cyrus has united with Maybelline to initiate a new era of modern beauty. Collaboration at Electric Lady Studios featuring authentic artistic expression with Super Stay Vinyl Ink, Sky High Mascara, and Instant Age Rewind Eraser products. Includes reimagined brand anthem 'Maybe It's Maybelline' as new song.
Scale indicators4 records
Expansion highlights6 records
Maybelline New York competitors and assessment
Company assessmentEmerging players
- Fenty Beauty: Celebrity-founded prestige color cosmetics brand (Rihanna) under LVMH/Kendo, differentiated by industry-leading shade range. Competes for the same Gen Z/millennial consumer but at a premium price point.
- Rare Beauty: Celebrity-founded (Selena Gomez) prestige color cosmetics brand with strong Gen Z and inclusive positioning. Competes with Maybelline for the same younger consumer seeking trend-led, social-native brands.
- Charlotte Tilbury: Premium color cosmetics brand under Puig with strong celebrity/influencer positioning and global prestige retail. Demonstrates the upward pull the mass-market Maybelline brand must defend against as consumers trade up.
Direct peers
- NYX Professional Makeup: L'Oréal-owned mass-prestige hybrid color cosmetics brand with strong Gen Z and influencer-led positioning. Directly comparable on price-to-quality ratio and digital/social GTM, competing for the same younger consumer.
- CoverGirl: Mass-market color cosmetics brand owned by Coty, with similar accessible pricing, drugstore distribution, and product categories (face, eye, lip). Direct head-to-head competitor in the mass color cosmetics segment Maybelline anchors.
- Rimmel London: Mass-market color cosmetics brand owned by Coty, with similar accessible pricing and global drugstore distribution. Closely comparable product portfolio across mascara, foundation, and lip categories.
- Max Factor: Mass-market color cosmetics heritage brand owned by Coty with comparable global drugstore positioning and face/eye/lip product range. Comparable on price point and distribution model.
- e.l.f. Cosmetics: Public mass-market color cosmetics brand competing aggressively on price, digital-first distribution, and TikTok-driven Gen Z engagement. Direct competitor in drugstore and DTC channels for face, eye, and lip categories.
- L'Oréal Paris: Sister brand under L'Oréal S.A. with overlapping mass-market positioning, global distribution, and similar face/eye/lip product mix. Competes for the same consumer and shelf, often via the same parent retail relationships.
- Revlon: Legacy mass-market color cosmetics brand with comparable product categories and drugstore distribution. Directly comparable on price positioning, though undergoing financial restructuring that affects market execution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Maybelline New York social profiles
Digital presenceMaybelline New York financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maybelline New York leadership team
Management profileNumber of profiles
Profiles1 record
Maybelline New York funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maybelline New York M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Maybelline New York
What does Maybelline New York do?
Maybelline New York manufactures and sells a comprehensive range of color cosmetics including foundations, concealers, mascaras, eyeliners, eyeshadows, lipsticks, lip glosses, blushes, and bronzers under brands such as Lash Sensational, Fit Me, Superstay, Falsies, Instant Age Rewind, and Tattoo Liner. Products are positioned at mass-market price points and distributed through owned e-commerce, mass retail, and pharmacy channels across 120 countries.
Is Maybelline New York a public or private company?
Maybelline New York is a private company. It is classified as corporate owned and is currently operating.
When was Maybelline New York founded?
Maybelline New York was founded in 1915. It employs 1 to 10 people.
Where is Maybelline New York based?
Maybelline New York is headquartered in Braga, Portugal, in the Europe region.
How does Maybelline New York make money?
Two revenue lines are on record. Consumer Cosmetics Retail is the primary driver. The others are brand Partnerships & Advertising.
Who are Maybelline New York's main competitors?
Emerging players on record are Fenty Beauty, Rare Beauty and Charlotte Tilbury. Direct peers are NYX Professional Makeup, CoverGirl, Rimmel London, Max Factor, e.l.f. Cosmetics, L'Oréal Paris and Revlon.
Does Maybelline New York have an API?
No public API is recorded for Maybelline New York.
What industry is Maybelline New York in?
Maybelline New York's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter), with a secondary code of CRABACAC, Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint). Its NAICS code is 456120 and its SIC code is 2844.