Maybelline New York

Maybelline New York At-A-Glance

Strengths: At least one excellent product (if not several) in almost every category; many excellent foundations; superior mascaras; inexpensive makeup brushes; some terrific concealers, powders, blush, and lip color options.

Weaknesses: Some of the foundations with sunscreen lack the right UVA-protecting ingredients; disappointing lip balms; the Great Lash mascaras tend to be mediocre to downright bad.

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
Good XXL Volume Mascara (Discontinued) Maybelline New York
- XXL
Regular Mascara  $9.99
Good XXL Pro by Eyestudio Waterproof Extensions Mascara (Discontinued) Maybelline New York
- XXL
Regular Mascara  $8.99
Good XXL Extensions (Discontinued) Maybelline New York
- XXL
Regular Mascara  $9.40
Good XXL 24HR Bold Mascara (Discontinued) Maybelline New York
- XXL
Regular Mascara  $9.99
Good Waterproof Liquid Eyeliner (Discontinued) Maybelline New York Waterproof Eyeliner  $6.99
Good Volum’ Express Waterproof Mascara 3X Maybelline New York Waterproof Mascara  $7.77
Average Volum’ Express Turbo Boost Mascara Waterproof 5X Maybelline New York Waterproof Mascara  $7.77
Best Volum’ Express Turbo Boost Mascara 7X Maybelline New York Regular Mascara  $7.77
Good Volum’ Express The Falsies Mascara Waterproof Black Drama Maybelline New York Waterproof Mascara  $7.39
Best Volum’ Express The Falsies Mascara Waterproof Maybelline New York Waterproof Mascara  $6.99
Best Volum’ Express The Falsies Mascara Black Drama Maybelline New York Regular Mascara  $6.99
Best Volum’ Express Mascara 3X, Curved Brush (Discontinued) Maybelline New York Curved Brush Mascara  $7.77
Average VolumeXL Seduction Xtreme Lip Plumper (Discontinued) Maybelline New York Lip Plumpers  $8.99
Good Volum' Express One by One Mascara Maybelline New York Regular Mascara  $8.15
Best Unstoppable Smudge-Proof Waterproof Eyeliner Maybelline New York Waterproof Eyeliner  $7.23
Good Ultra Liner Waterproof Eyeliner Maybelline New York Waterproof Eyeliner  $6.79
Good Ultra Brow Brush-On Brow Color (Discontinued) Maybelline New York Brow Pencil  $4.99
Average True Illusion Undetectable Concealer SPF 10 (Discontinued) Maybelline New York Concealer with Sunscreen  $5.79
Best The Flash Clean Clean Express Makeup Removing Lotion Maybelline New York Cleansers/Soaps  $5.99 4.00 fl. oz.
Average The Falsies Volum’ Express Mascara Maybelline New York Regular Mascara  $7.77
Poor The Falsies Volum’ Express Flared Mascara Maybelline New York Regular Mascara  $7.77
Best The Colossal Volum’ Express Waterproof Mascara Maybelline New York Waterproof Mascara  $7.77
Best The Colossal Volum’ Express Mascara Maybelline New York Regular Mascara  $7.77
Good Superstay Topcoat (Discontinued) Maybelline New York Lip Balm Without Sunscreen  $3.99
Good Superstay Makeup 24HR Maybelline New York Liquid Foundation  $10.99
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