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A hundred-year profile

Maybelline

Maybelline peaked in the 1950s, then Lux overtook it in the 1930s.

L'Oreal lineage · est. 1915 · Maybell Laboratories
13.7%Peak, the 1950s
18Placements
1920 to 1960Span
0%Earned share
Open in the brand lens Compare against a rival
Share of voice by decade0%10%20%1920s1930s1940s1950s
All voiceAdvertising

Quality-weighted share among the tracked houses, read from Photoplay, Screenland, and Modern Screen. Descriptive, not causal.

Out-voiced by

Luxovertook it in the 1930s
Jergensovertook it in the 1940s
Palmoliveovertook it in the 1950s

Earned versus paid

Paid 18Earned 0

Present entirely through paid advertising in the sample.

The evidence

A sample of the placements behind the figures above. Every point traces to a real page.

YearOutletChannelWhat appeared
1920Vanity FairadvertisingMAYBELL LABORATORIES
1924The DelineatoradvertisingMAYBELLINE
1927ScreenlandadvertisingMaybelline
1928ScreenlandadvertisingMaybelline
1930VogueadvertisingMaybelline
1931PhotoplayadvertisingMaybelline
1933ScreenlandadvertisingMaybelline
1940Modern ScreenadvertisingMaybelline EYE BEAUTY AIDS

Other houses

Coty Pond's Elizabeth Arden Helena Rubinstein Jergens Lux Tangee Woodbury

Browse every Maybelline page in the record →

Data via the Muse Parlor historical SOV API. How this is built →