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 www.maybelline.com.

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+ Rating Product Brand Category Price Size
Average Dream Fresh B.B. 8-in-1 Beauty Balm Skin Perfector SPF 30 Maybelline New York BB Cream  $8.99 1.09 fl. oz.
Good Brow Styling Gel (Discontinued) Maybelline New York Brow Gels/Tints  $5.69
Good Ultra Brow Brush-On Brow Color (Discontinued) Maybelline New York Brow Pencil  $4.99
Average Expert Wear Twin Brow and Eye Pencil Maybelline New York Brow Pencil  $2.99
Average Master Shape by Eyestudio Brow Pencil Maybelline New York Brow Pencil  $7.99
Best Define-A-Brow Eyebrow Pencil Maybelline New York Brow Pencil  $6.99
Good Blush Brush Maybelline New York Brushes/Applicators/Curlers  $5.50
Good Retractable Lip Brush Maybelline New York Brushes/Applicators/Curlers  $7.15
Good Expert Eyes Brush ’n Comb Maybelline New York Brushes/Applicators/Curlers  $4.50
Good Eyeshadow Brush Maybelline New York Brushes/Applicators/Curlers  $5.99
Good Expert Tools Eyelash Curler Maybelline New York Brushes/Applicators/Curlers  $5.50
Average Face Brush Maybelline New York Brushes/Applicators/Curlers  $8.98
Best The Flash Clean Clean Express Makeup Removing Lotion Maybelline New York Cleansers/Soaps  $5.99 4.00 fl. oz.
Average True Illusion Undetectable Concealer SPF 10 (Discontinued) Maybelline New York Concealer with Sunscreen  $5.79
Poor Coverstick Corrector Concealer Maybelline New York Cream Concealer  $5.82
Best Color Sensational Lipcolor Maybelline New York Cream Lipstick  $7.49
Average Moisture Extreme Lipcolor SPF 15 (Discontinued) Maybelline New York Cream Lipstick  $5.59
Best Dream Smooth Mousse Foundation Maybelline New York Cream-to-Powder Foundation  $8.99
Good Dream Matte Mousse Foundation Maybelline New York Cream-to-Powder Foundation  $9.79
Average Dream Bouncy Blush Maybelline New York Cream/Cream-to-Powder Blush or Bronzer  $7.99
Poor Eyestudio Color Gleam Cream Eyeshadow (Discontinued) Maybelline New York Cream/Cream-to-Powder Eyeshadow  $6.99
Good Color Tattoo by Eyestudio 24hr Eyeshadow Maybelline New York Cream/Cream-to-Powder Eyeshadow  $6.99
Best Volum’ Express Mascara 3X, Curved Brush (Discontinued) Maybelline New York Curved Brush Mascara  $7.77
Poor Expert Eyes 100% Oil-Free Eye Makeup Remover Maybelline New York Eye Makeup Removers  $4.65 2.30 fl. oz.
Average Expert Eyes Moisturizing Eye Makeup Remover for Waterproof Makeup Maybelline New York Eye Makeup Removers  $4.99 2.30 fl. oz.
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