Maybelline New York

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.

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

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

• Color cosmetics
• Face makeup
• Eye makeup
• Lip products
• Mass market beauty

Headquarters

HQ city

Braga

HQ country

Portugal

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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

Core 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

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature2 records

Partnerships

Two partnerships are on record, tiered core and flagship.

• NBCUniversal/Peacock (Love Island USA)coreGTM or Marketing Partner · 1 June 2026Maybelline 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 CyrusflagshipGTM or Marketing PartnerGlobal 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

Emerging 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

• LinkedInlinkedin.com/company/maybelline-new-york

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 New York