Maybelline New York

Maybelline New York At-A-Glance

Strengths: The line earned Paula's Pick ratings for products in almost every category; many excellent foundations; superior mascaras; inexpensive makeup brushes; some terrific concealers, powders, blush, eyeshadow, eyeliner, lipstick, and bronzer options.

Weaknesses: The makeup removers; the foundations with sunscreen lack the right UVA-protecting ingredients; disappointing lipliners; average lip gloss; the loose powder eyeshadow; Great Lash mascaras.

Maybelline is one of the best-known and most recognized mass-market makeup lines in the world—it's available in 90 countries. Throughout its long history, which began in 1915 when T. L. Wilson founded the company and named it after his sister, Mabel, and Vaseline (which he combined with coal dust to concoct a mascara for her), the company has prided itself on bringing innovative products to the marketplace. L'Oreal purchased the company in early 1996 and that's when things really started getting much better. Both companies specialize in offering a large selection of lipsticks, nail polishes, and mascaras, and many of their foundations have the same strengths and weaknesses (smooth textures and finishes plus the inclusion of sunscreens that are often without much-needed UVA-protecting ingredients).

The powders, several mascaras, pencils, matte-finish concealers, and Superstay Lipcolor are impressive and inexpensive. Although L'Oreal remains the more sophisticated and refined of the two lines (and now they have credible products, not just sleek ads, to back this assertion), Maybelline's latest urban image is a positive step, as many of their latest launches have been innovative without resorting to "been-there, done-that" gimmicks. Price-wise, Maybelline is the least expensive of the L'Oreal-owned cosmetic lines (which also includes Lancome, Biotherm, Vichy, and Kiehl’s), and smart shoppers will note the similarities among brands that, with conscientious shopping, can really save you money without sacrificing quality or performance.

For more information about Maybelline New York, owned by L'Oreal, call (800) 944-0730 or visit their interactive Web site at

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+ Rating Product Brand Category Price Size
Average Expertwear Blush (Discontinued) Maybelline New York Powder Blush  $5.49
Average Expertwear Softlining Pencil (Discontinued) Maybelline New York Eye Pencil  $4.79
Best Expertwear Defining Liner Maybelline New York Eye Pencil  $5.79
Good Expertwear Brow and Eyeliner (Discontinued) Maybelline New York Eye Pencil  $5.59
Poor Expertwear Luminous Lights Eyeshadow Collection Maybelline New York Powder Eyeshadow  $5.99
Good Master Drama Cream Pencil Maybelline New York Eye Pencil  $7.99
Poor MasterDuo by EyeStudio 2-in-1 Glossy Liquid Liner Maybelline New York Liquid/Gel/Cream/Cake  $7.99
Good Fit Me! Concealer Maybelline New York Liquid Concealer  $6.49
Average Fit Me! Foundation SPF 18 Maybelline New York Liquid Foundation  $7.99
Good Fit Me! Blush Maybelline New York Powder Blush  $5.51
Best Fit Me! Shine-Free Foundation Maybelline New York Stick Foundation  $8.99
Best Fit Me! Pressed Powder Maybelline New York Pressed Powder  $7.99
Poor Fit Me! Bronzer Maybelline New York Powder Bronzer  $5.50
Poor Great Lash Mascara Maybelline New York Regular Mascara  $6.40
Good Great Lash Clear Mascara Maybelline New York Regular Mascara  $6.40
Good Great Lash Lots of Lashses Maybelline New York Regular Mascara  $6.40
Average Great Lash Big Mascara Maybelline New York Regular Mascara  $6.40
Poor Great Lash Waterproof Mascara Maybelline New York Waterproof Mascara  $6.40
Average Instant Age Rewind Eraser Treatment Makeup SPF 18 Sunscreen Maybelline New York Liquid Foundation w/ Sunscreen  $12.99
Best Instant Age Rewind Protector Finishing Powder SPF 25 (Discontinued) Maybelline New York Pressed Powder w/ Sunscreen  $9.25
Average Instant Age Rewind The Primer Skin Transformer Maybelline New York Foundation Primer  $9.99 0.85 fl. oz.
Best Instant Age Rewind Double Face Perfector (Discontinued) Maybelline New York Liquid Concealer  $7.99
Poor Instant Age Rewind the Lifter Primer Inside Lifting Makeup with Peptides Maybelline New York Foundation Primer  $13.99 1.00 fl. oz.
Best Instant Age Rewind The Perfector Primer Inside Skin-Smoothing Powder Maybelline New York Foundation Primers  $9.99 0.30 fl. oz.
Average Mineral Power Illuminator All-Over Sheer Shimmer Loose Powder Maybelline New York Mineral Powder  $9.35
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