Room I · The Study
Maybelline founder history
How Tom Lyle Williams turned his sister Mabel’s kitchen-table lash remedy into an American cosmetics empire — written from the family archive by his great-niece.
- In this room
- 184 posts
- Spanning
- 1915 — 1971
- Principal figure
- Tom Lyle Williams
The founding years, 1915–1929
Lash-Brow-Ine, the mail-order gamble, and the first cake mascara — the decade in which a $500 loan became a national brand.
- 17 JulTom Lyle Williams’ innovations transformed Maybelline from a kitchen-based startup into a cosmetics giant.3 min
- 4 JulThe King of Advertising Tom Lyle Williams founder of Maybelline1 min
- 29 JunTom Lyle Williams’ Innovations with Maybelline: Pioneering Modern Cosmetics8 min
- 29 AprMaybelline founder’s passion for custom designed automobiles5 min
- 27 AprTom Lyle Williams, the founder of Maybelline, owned the estate at 900 Airole Way in Bel Air, California, from 1950 until his death in 1976.4 min
- 7 AprEmery Shaver was a pivotal figure in the history of the Maybelline Company, serving as the creative and advertising genius3 min
Building the empire, 1930–1967
Radio, Hollywood, wartime rationing and the long climb to market leadership — told through the decisions rather than the dates.
- 7 AprTom Lyle Williams Jr., the only son of Maybelline founder Tom Lyle Williams Sr., played a notable but complex role in the history of the Maybelline Company3 min
- 16 MarEva Kay Williams Haines is the sister of Tom Lyle Williams, born in 1896, who founded Maybelline in 19153 min
- 6 MarMabel Williams’ naming impact on Maybelline was a cornerstone of the brand’s identity,5 min
- 4 MarSharrie Williams is an American author, speaker, and heir to the Maybelline cosmetics legacy.3 min
- 31 JanWhat is The Maybelline Story about2 min
- 18 JulGlamourdaze talks to author of The Maybelline Story and original Maybelline Family Descendant, Sharrie Williams.16 min
Everything in this room
202 posts · newest first2026
2025
- Tom Lyle Williams’ Innovations with Maybelline: Pioneering Modern Cosmetics29 June
- Maybelline founder’s passion for custom designed automobiles29 April
- Tom Lyle Williams, the founder of Maybelline, owned the estate at 900 Airole Way in Bel Air, California, from 1950 until his death in 1976.27 April
- Emery Shaver was a pivotal figure in the history of the Maybelline Company, serving as the creative and advertising genius7 April
- Tom Lyle Williams Jr., the only son of Maybelline founder Tom Lyle Williams Sr., played a notable but complex role in the history of the Maybelline Company7 April
- Eva Kay Williams Haines is the sister of Tom Lyle Williams, born in 1896, who founded Maybelline in 191516 March
- Mabel Williams’ naming impact on Maybelline was a cornerstone of the brand’s identity,6 March
- Sharrie Williams is an American author, speaker, and heir to the Maybelline cosmetics legacy.4 March
- What is The Maybelline Story about31 January
2023
- Glamourdaze talks to author of The Maybelline Story and original Maybelline Family Descendant, Sharrie Williams.18 July
- Maybelline’s founder wanted to be known as the “King of Advertising” not the man who invented mascara8 May
- Short history of Maybelline Founder Tom Lyle Williams and the Maybelline Company11 January
- Struggle being Gay in Hollywood during the last 100 years5 January
2022
- Merry Christmas vintage Christmas card from Maybelline Founder Tom Lyle Williams, to his family in the 1950s12 December
- Made in Chicago Museum, features “The Maybelline Story “6 September
- Before the sale of the Maybelline Co in December 1967, I dated the Lead singer Al Hall, for over 4 years and we’re still friends today9 August
- The Maybelline Story centers on the life of Maybelline Cosmetics founder Tom Lyle Williams, during their time in Kentucky, Chicago and Hollywood22 January
2021
2020
- How many women in the world are aware that they owe a debt of gratitude to a young lady called Mabel Williams.30 November
- Beautiful On His Own Terms: Maybelline Started In Chicago By LGBT Pioneer1 November
- History of Maybelline: Kid Mogul from Morganfield Kentucky3 May
- “There’s more than meets the eye when it comes to Maybelline’s history” Pittsburgh Gazette29 March
- The Maybelline Story, chronicles the history of the Maybelline Company, it’s founder, Tom Lyle Williams and his family13 January
2019
- Maybelline founder Tom Lyle Williams makes his nephew’s Christmas wish come true22 December
- The Maybelline Story Told Now, Or Lost Forever15 November
- Maybelline’s Success Story up until now was a lost thread in the American Fabric.10 September
- Thomas Lyle Williams, founder of Maybelline Cosmetics, left a trust in favor of CARE and The Salvation Army because, in his judgment, these two organizations “cared for the poor within their means better than any other groups.”9 August
- Brand study- Maybelline: by NaliNi Prasad30 March
- Maybelline Founder, Tom Lyle Williams, at his Villa Valentino during the 1940s. Originally owned by Rudolph Valentino20 March
2018
- Merry Christmas vintage Christmas card from Maybelline Founder Tom Lyle Williams, to his family in the 1950s23 December
- Maybelline Co is forced it to Change it’s name from Lash Brow Ine, to Maybelline in 1920 because of Lawsuit30 October
- Thomas Lyle Williams Sr (January 19, 1896 – September 26, 1976) was an American businessman. He was the founder of Maybelline cosmetics.[1]29 September
- Maybelline founder Tom Lyle Williams ran the Company while raising he brother’s 12 year old son11 July
- Maybelline Story Video produced by L’Oreal has a few discrepancies, but, gives a fun overview of their history5 June
- For over a century, “Maybelline” has been synonymous with Beautiful Eyes- But little is known about how a tiny company offering a single product by mail order managed to grow into an international institution.16 April
- In 1917 Tom Lyle Williams developed a new product for darkening and lengthening eyelashes he called it Maybelline28 March
- Sharrie Williams, great niece of Maybelline founder, Tom Lyle Williams and author of the Maybelline Story, writes about the history of the Maybelline Company and the original family behind it.22 March
- For 100 years, Maybelline has helped Women everywhere to find the power of transformation14 March
- Maybelline undisputed giant during the Great Depression and still is2 March
- Maybelline founder, Tom Lyle Williams, fondly remembered by his young nephew, Bob Haines, in the 1940s1 March
- Forever Maybelline Sweethearts, The George and Helen Williams Huber Love Story18 February
- Maybelline Company’s Vice President becomes Father of the Bride. The Annette and George Corbett Love Story16 February
2017
- @VintageNews Thomas Lyle Williams created the first Maybelline mascara using petroleum jelly, coal dust, and ashes of a burnt cork4 December
- Speaking of scary nightmare stories, here is one that actually turned out to be the best thing that ever happened for Tom Lyle Williams and Maybelline.28 October
- Maybelline’s Rosie the Riveter during World War ll was the Wonder Woman of her time25 September
- 1996 L’Oreal won bidding war with German based company to purchase Maybelline and become Maybelline New York10 August
- Chicago’s Broadway, ‘Motor Row” Showroom Where Maybelline Founder, Tom Lyle Williams, Shopped Demolished3 August
- Let me introduce to my Maybelline cousins, Aaron Dietzen and Travis Rueckert, Mabel Williams Hewes, great grandsons.27 July
- Korean Beauty Company, Shinsegae, features Maybelline history in their Ad Campaign.5 July
- Maybelline History Interview for the Made in Chicago Museum, Edgewater Historical Society22 May
- a fluke turned a simple idea into an international sensation by a 19 year old boy15 May
- Maybelline vs. Max Factor. One devoted exclusively to EYES, the other known as Make up Artist to the Stars12 April
- Living the Dream in the 1950’s when Maybelline commercials first appeared on television27 March
- Maybelline cousin, Brian Dietzen Talks About That Gibbs Hug On NCIS Plus, what does Palmer’s newfound doc status mean for the future?31 January
2016
- Noel James Williams, Vice President of the Maybelline Company, 1915 – 195129 November
- The Maybelline Story opens the doors to a fascinating era in America’s history during the 20th Century.10 October
- Maybelline’s King of Advertising, Tom Lyle Williams and his Film Queens15 August
- Maybelline, “The Little Company That Could”8 August
- Maybelline, once known as “The Wonder Company”… “The Little Company that Could”10 March
- The Maybelline Co and Chicago’s Edgewater Beach Hotel’s 100 year hsitory22 February
- Happy 120th Birthday to my Great uncle and Maybelline Founder Tom Lyle Williams19 January
2015
- Powerful Custom Automobiles made Maybelline Founder King of the road15 December
- Maybelline’s Success Story a lost thread in America’s Fabric.30 November
- NCIS Star Brian Dietzen: my pick to play the part of his Great uncle, Tom Lyle Williams, in The Maybelline Story Miniseries14 September
- Original Maybelline Company known as “The Wonder Company” in the Cosmetic Industry3 September
- Maybelline Mystery Solved: Meet Epsom of Epsom Downs Racetrack31 August
- Christian Dior and Maybelline High Fashion in the 1950’s27 August
- It’s possible that Maybelline’s Tom Lyle Williams, 1934 Packard Twelve 1108 Sport Sedan, one of three made, is being auctioned for $2,000,000. to $3,000,000.6 August
- The Maybelline Story…Fascinating, Stimulating, Gripping makes you wanting for more!,6 July
- How well do you know Maybelline? Here are some fun facts:22 June
- Theda Bara, Silent Films “The Vamp,” promoted Maybelline one hundred years ago18 June
- Maybelline cousins,1934, during the Great Depression8 June
- Fashionista Celebrates Maybelline’s 100 Year Anniversary14 May
- Meet my Maybelline cousin, ‘NCIS’ star Brian Dietzen, who portrays Jimmy Palmer, medical examiner Dr. Donald ‘Ducky’ Mallard’s (David McCallum) assistant.4 May
- Revlon’s Charles Revson accused Maybelline of monopolizing the Market26 March
- Maybelline History: In 1923, Maybell Laboratories was renamed Maybelline and concentrated operations on eye make-up.23 March
- Maybelline’s 1916 Paige Detroit, The most Beautiful Car in America19 March
- TURNING FAILURE INSIDE OUT…Maybelline Founder, Tom Lyle Williams,20 February
- Maybelline’s Runaway Bride and Groom. Tom Lyle Williams Jr and his Bride Marquerite Neel Williams10 February
- Valentine’s Day Romance Week, Maybelline founder Tom Lyle Williams and Bennie Gibbs.9 February
- In Memory of Maybelline Heiress, Jean Williams, on what would have been her 89th Birthday25 January
- Maybelline founder, Tom Lyle Williams, shared his wealth with everyone22 January
- Happy 119th Birthday to Maybelline founder, Tom Lyle Williams… Happy Martin Luther King Day,19 January
- Maybelline has represented the positive spirit, with a stylish edge for 100 years12 January
- HAPPY 100 YEAR BIRTHDAY MAYBELLINE NEW YORK1 January
2014
- Valentine’s Romance Story week. Tom Lyle Williams and Bennie Gibbs.26 December
- Vintage 1952 Maybelline Company Christmas Card from owner, Tom Lyle Williams18 December
- The Maybelline Company opened its doors in 1915… creating a fascinating era in America’s History18 September
- Maybelline “firsts”: Movie Star Displays, Carded merchandise, improved self-serviced racks and three-step eye make-up…mascaras, pencils and shadows,15 September
- Maybelline’s namesake, Mabel Williams Vintage 1925 Wedding Album pictures1 August
- My Great uncle, Tom Lyle Williams, shared the Maybelline company’s Pot of Gold, with his entire famlly29 July
- Just signed with Italia Gandolfo, of Gandolfo Helin Literary Management for three more books7 July
- View Sharrie Williams, One Woman Show, “100 Years of Maybelline”30 June
- My Daredevil Maybelline Cousin, Jerry Westhouse…a real “ROCKET MAN” Drag Car Racer25 June
- Bohman and Schwartz creates one of a kind masterpiece in this 1940 Packard Victoria, originally owned by Maybelline founder, Tom Lyle Williams27 May
- 40 year reunion with my old boyfriend, sparks memories of the sale of the Maybelline Company in 196715 May
- MAD MEN’S Don Draper sends the 1960’s out with a bang… Maybelline changed hands in 196721 April
- Video Slideshow Celebrating 100 years of Maybelline with Perris Valley’s Movers and Shakers14 April
- You’re Invited to see Sharrie Williams Present “100 Years of Maybelline” at The Orange Tree Resort in Scottsdale Arizona, April 25th. reserve your ticket9 April
- Maybelline nearly collapsed when petroleum was rationed during World War ll.7 April
- Santa Barbara News Press Article, Featuring my 100 Years of Maybelline Presentation for PEO15 March
- RETRACTION OF PAST POST…Jennifer Aniston’s Property DID NOT BELONG to Maybelline founder Tom Lyle Williams27 February
- Sharrie Williams will be Presenting 100 Years of Maybelline, February 22 in Santa Barbara California23 January
2013
- Vintage 1952 Christmas Card from the Maybelline Company and Tom Lyle Williams23 December
- Americana at it’s finest…A Priceless Story had to be told or be lost forever14 November
- Starting off with a $500 loan, today Maybelline thrives as a billion-dollar Icon, the world’s largest cosmetic brand.10 November
- Speaking of scary nightmare stories, here’s one that actually happened to Tom Lyle Williams and Maybelline.31 October
- Tom Lyle did his best taking over being “dad,” while running his growing Maybelline Company.28 October
- Geometry of the Heart …My Grandmother was in love with both brothers. One was the founder of the Maybelline Co. and one became my Grandfather.24 October
- A Stunning American Treasure Filled with Nostalgia, History and Marketing Expertise21 October
- Actress Alice Faye and Maybelline’s Tom Lyle Williams, mistaken for Jean Harlow and Howard Hughes in the 1930’s17 October
- Maybelline’s Founder, Tom Lyle Williams… Pioneer and King of the Cosmetic Industry14 October
- Phoenix Art Museum…100 years of Maybelline…Sharrie Williams12 September
- The Maybelline Story takes you on a journey through 20th century America, and into the 21st as the worlds largest Cosmetic Brand22 August
- Maybelline founder Tom Lyle Williams and his partner Emery Shaver, together for 50 years.1 August
- RETRACTION: Jennifer Aniston’s Bel Air Estate, originally owned by Maybelline Founder, Tom Lyle Williams, then Roman Polanski, followed by Fleetwood Mac’s Lindsey Buckingham.10 July
- Review of The Maybelline Story by Jan Antaya… “This is very easy reading for me and I love the many chapters and photos.”5 July
- MAYBE IT’S WORTH IT… MAYBE IT’S MAYBELLINE…Worth over 2 Billion today…L’Oreal Bought Maybelline for $660 Million in 1996 :11 June
- Wasserstein Perella paid $300 Million for Maybelline in 1990, replacing Linda Carter with Christy Turlington and adding the tag line, Maybe She’s Born with it, Maybe it’s Maybelline8 June
- Wonder Woman – Linda Carter… Maybelline’s beauty fashion coordinator and face of the 1980’s7 June
- Obituaries – Maybelline Founder Tom Lyle Williams 1896 – 1976 and Plough Inc. Founder, Abe Plough 1892 -1984.6 June
- Maybelline’s TOTAL LOOK, not just eyes any longer in 19755 June
- MAYBELLINE COMMERCIAL’S ROCK THE 1970’s4 June
- Maybelline get’s a FACE LIFT to attract exploding youth market and stockholders rejoice.3 June
- After Maybelline-Plough merger, Abe Plough failed to carry out his promise to Tom Lyle Williams and his commitment to Maybelline employees.31 May
- The new face of Maybelline in 1967 – Abe Plough30 May
- In 1967 the effectual buyout of the Maybelline company was $132.3M! – That would be $923,076,923.08 today.28 May
- Maybelline founder, Tom Lyle Williams regrets not bringing in the next generation to protect the Company, like Estee’ Lauder did with her family24 May
- The Maybelline Company operated “beneath the radar”23 May
- After the sale of the Maybelline Company, Tom Lyle Williams donates the Maybelline Building and 100 million dollars to The Salvation Army and CARE22 May
- Maybelline’s generous gift to all it’s employees received absolutely no notice or media attention.21 May
- Maybelline – Plough Merger in 1967 starts off as a Nightmare!!!20 May
- Maybelline was known as “THE WONDER COMPANY” in the Cosmetic Industry17 May
- The Maybelline Company was indeed much bigger than it appeared.15 May
- 50 years of Maybelline-Magic took place in a simple nondescript building in Chicago14 May
- “What made Maybelline a Giant in it’s Field” Interview with Maybelline Executive Harris A Neil Jr. Explaining growth and production strategies13 May
- The effectual buyout of the Maybelline company was now $132.3M!8 March
- My mother’s friends included Judy Garland, Mickey Rooney, Deanna Durbins and even Fox girl, Shirley Temple when little Shirley made pictures at M.G.M. with Bill Bojangles Robinson.14 January
- Dying to be a perfect Maybelline Princess even if I lose my real self.11 January
2012
- Original Vintage Christmas Card from the Maybelline Company, signed by my great uncle, Maybelline founder, Tom Lyle Williams24 December
- MAYBELLINE SHAPED THE GLOBAL CULTURE OVER THE LAST 98 YEARS14 December
- No one was more generous than Maybelline founder Tom Lyle Williams.5 December
- My Great Uncle Tom Lyle Williams, Founder of The Maybelline Company in 1915, never stopped believing in himself.26 November
- Maybelline’s secret weapon..Nothing succeeds like success…Tom Lyle Williams built his Advertising Empire on that one idea.16 November
- My Guest Blogger @KatesReads reviews The Maybelline Story5 November
- Remembering Tom Mix, Marjorie Woodworth, Carole Lombard, Zoe Mozert, Elyse Knox and Tom Lyle Williams.19 September
- BE A GUEST BLOGGER ON THE MAYBELLINE BOOK BLOG.6 July
- Maybelline Founder’s 1940 PACKARD VICTORIA ARTICLE IN THE ANTIQUE AUTOMOBILE CLUB OF AMERICA MAGAZINE.19 June
- REAL MEN WANT THE REAL STORY ABOUT MAYBELLINE.12 June
- GATSBY – LEONARDO DICAPRIO – May 10, 201327 May
- Tom Lyle’s flashy little yellow 1926 Kissel, what a head turner.14 March
- L’Oreal Paris, Maybelline New York and The Maybelline Story.10 March
- The Sale of the Maybelline Company completely changed my life..8 March
- Maybelline’s Runaway Bride and Groom.12 February
- A rich man, with a humble spirit, devoted to family first.14 January
- The Great Gatsby and The Maybelline Story.5 January
- Erte’ – Ziegfield Follies, Maybelline in the 1920’s.2 January
2011
- Maybelline – Are things getting better?19 November
- Fate, brought Maybelline founder Tom Lyle Williams and Emery Shaver together.15 November
- Nightmare at Maybelline!!!31 October
- Tom Lyle Williams, MAYBELLINE’S Golden Rule!25 October
- Maybelline cousins love Roy Rogers in the 1950s.4 October
- Maybelline cousins worship Tom Mix, as little boys.3 October
- Maybelline’s founder Tom Lyle Williams belief in positive thinking.14 September
- Maybelline still gives to those in need through the Tom Lyle Williams Foundation.13 September
- Maybelline Company remembered, by Rags Ragland.11 September
- Sharrie Williams: Tom Lyle Williams Jr. dies in his 60’s, two years after his father.1 September
- Maybelline’s owner, Tom Lyle Williams, dies at 80 years old.29 August
- Maybelline Kissing Sticks, 1977.21 August
- Maybelline Commercial, early 1960’s.20 August
- Tom Lyle Williams watches his family spend, spend, spend!8 August
- $100,000,000 given to CARE and Salvation Army by Maybelline founder.3 August
- The Millionaires next door, with Maybelline money.2 August
- Maybelline Company sells to Plough Inc. Dec. 1967.29 July
- No Star on the Walk of Fame for Tom Lyle Williams.3 July
- Maybelline cousins gather in Santa Barbara to view the missing file.18 May
- Maybelline founder…a generous benefactor.28 April
- Tom Lyle’s son takes his name and joins the Maybelline Co.22 April
- Maybelline Star on Hollywood Walk Of Fame?18 April
- Maybelline’s use of color skyrocketed their ads to new heights!15 April
- Maybelline cousins gather to support The Maybelline Story28 March
- Did Mabel really singe off her eyebrows or is there more to the story?23 March
- Maybelline was known as The Little Company That Could!!18 February
- Maybelline founder Tom Lyle Williams love of beauty lives on through his family.10 February
- Maybelline founder’s nephew Bill Williams 1977 Clenet Series 1, will be shown at Desert Classic.25 January
- Maybelline founder’s love of beautiful automobiles lives on today through author Sharrie Williams.24 January
- Maybelline Founder Tom Lyle Williams letter saying goodbye to Maybelline, Dec 24, 1967.12 January
- Maybelline King Tom Lyle Williams’ nephew weds his childhood sweetheart Pauline Mac Donald.while at boot camp.6 January
- Maybelline founder Tom Lyle Williams – always an inspiration to his family5 January
2010
- Tom Lyle Williams decides to sell the Maybelline Co. after the death of Emery Shaver.29 December
- Maybelline Cosmetic King Tom Lyle Williams letter to Rags Ragland after the sale of the Maybelline Co.,28 December
- Maybelline founder Tom Lyle Williams believed in a strong work ethic before having fun.23 December
- Maybelline’s founder Tom Lyle’s letter to Rags Ragland written at the sale of the company.21 December
- Maybelline’s Cosmetic King and Queen of the 1920’s.9 December
- Those Maybelline Mascara Eyes: Flirting 1940’s Style1 December
- Maybelline sale, during the 11th hour.21 October
- Maybelline, a pioneer in it’s field.20 October
- FOREWORD by Michael A. Levine Hollywood PR expert29 September
- Making Tom Lyle Proud…I hope!13 September
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