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 Line Express Eyeliner Maybelline New York Eye Pencil  $5.95
Best Expertwear Defining Liner Maybelline New York Eye Pencil  $5.79
Good Master Drama Cream Pencil Maybelline New York Eye Pencil  $7.99
Good Expertwear Brow and Eyeliner (Discontinued) Maybelline New York Eye Pencil  $5.59
Best Line Stylist Eyeliner Maybelline New York Eye Pencil  $5.95
Average Master Kajal Cream Kohl Liner Maybelline New York Eye Pencil  $7.99
Good Define-A-Line Eye Liner Maybelline New York Eye Pencil  $5.82
Average Expertwear Softlining Pencil (Discontinued) Maybelline New York Eye Pencil  $4.79
Best Line Stiletto Ultimate Precision Liquid Eyeliner Maybelline New York Liquid/Gel/Cream/Cake  $5.99
Average Master Precise Ink Pen Eyeliner Maybelline New York Liquid/Gel/Cream/Cake  $7.99
Average Lasting Drama by Eyestudio Gel Eyeliner Maybelline New York Liquid/Gel/Cream/Cake  $9.99
Poor MasterDuo by EyeStudio 2-in-1 Glossy Liquid Liner Maybelline New York Liquid/Gel/Cream/Cake  $7.99
Best Unstoppable Smudge-Proof Waterproof Eyeliner Maybelline New York Waterproof Eyeliner  $7.23
Good Waterproof Liquid Eyeliner (Discontinued) Maybelline New York Waterproof Eyeliner  $6.99
Good Ultra Liner Waterproof Eyeliner Maybelline New York Waterproof Eyeliner  $6.79
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