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
Best Color Whisper by Color Sensational Maybelline New York Sheer Lipstick  $7.49
Best The Colossal Volum’ Express Mascara Maybelline New York Regular Mascara  $7.77
Best Define-A-Lash Volume Mascara (Discontinued) Maybelline New York Regular Mascara  $7.49
Best Volum’ Express Mascara The Falsies Big Eyes Maybelline New York Regular Mascara  $7.99
Best Dream Lumi Touch Highlighting Concealer Maybelline New York Highlighter  $7.99
Best Color Sensational Vivid Maybelline New York Cream Lipstick  $7.49
Best Define-A-Brow Eyebrow Pencil Maybelline New York Brow Pencil  $6.99
Best Dream Mousse Blush (Discontinued) Maybelline New York Cream/Cream-to-Powder Blush or Bronzer  $5.99
Best Color Sensational Lip Gloss (Discontinued) Maybelline New York Lip Gloss  $6.49
Best Volum’ Express The Falsies Mascara Black Drama Maybelline New York Regular Mascara  $6.99
Best Full ’n Soft Mascara Maybelline New York Regular Mascara  $6.89
Best Master Hi-Light by Face Studio Maybelline New York Powder Blush  $8.99
Best Volum’ Express Turbo Boost Mascara 7X Maybelline New York Regular Mascara  $7.77
Best Dream Matte Face Powder (Discontinued) Maybelline New York Pressed Powder  $8.23
Best Instant Age Rewind Protector Finishing Powder SPF 25 (Discontinued) Maybelline New York Pressed Powder w/ Sunscreen  $9.25
Best Lash Discovery Waterproof Mascara Maybelline New York Waterproof Mascara  $7.29
Best Color Elixir by ColorSensational Maybelline New York Lip Gloss  $8.99
Best Color Sensational Lipcolor Maybelline New York Cream Lipstick  $7.49
Best Fit Me! Shine-Free Foundation Maybelline New York Stick Foundation  $8.99
Best Lash Stiletto Voluptuous Mascara Waterproof Maybelline New York Waterproof Mascara  $8.99
Best Superstay Lipcolor (Discontinued) Maybelline New York Long-Wearing Lipstick  $9.19
Best Unstoppable Smudge-Proof Waterproof Eyeliner Maybelline New York Waterproof Eyeliner  $7.23
Best Define-A-Lash Volume Waterproof Mascara Maybelline New York Waterproof Mascara  $7.49
Best Volum’ Express Mascara 3X, Curved Brush (Discontinued) Maybelline New York Curved Brush Mascara  $7.77
Best Expertwear Defining Liner Maybelline New York Eye Pencil  $5.79
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