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Maybelline New York: Business Overview, Financials & Competitive Analysis

Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. Founded in Chicago in 1915, it has been a subsidiary of French cosmetics company L'Oréal since 1996. The brand combin...

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Maybelline New York OverviewStrategic ProfileCompetitive LandscapeIndustry ContextKey facts
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8/ 10Strong

Cyborg Score thesis

Maybelline New York is a globally dominant mass-market cosmetics leader leveraging heritage, innovation, and strategic...

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Industry Mass-market cosmetics and color cosmetics
4 named competitors
4 recent developments
11 analyst dimensions
Synthesized from analyst-debate stress-testing across 11 dimensions and hundreds of data points. Methodology →
Cyborg Score recalibrated: June 29, 2026
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Maybelline New York Overview

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Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. Founded in Chicago in 1915, it has been a subsidiary of French cosmetics company L'Oréal since 1996. The brand combines technologically advanced formulas with on-trend expertise and New York City edge, with a mission to offer innovative, accessible, and effortless cosmetics for all.

Strategic Profile

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Maybelline is rooted in values including democratizing beauty, championing diversity, and inspiring self-expression without limits. The brand leverages celebrity partnerships and cultural partnerships to maintain market leadership—partnering with global icon Miley Cyrus in September 2025, and becoming WWE's first official cosmetics partner in July 2025. Strong product innovation, such as the flagship Sky High Mascara and Super Stay Matte Ink lines, supports ongoing competitive positioning in the mass-market cosmetics segment.

Competitive Landscape

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Maybelline competes against established brands such as Revlon, Make up Forever, and Anastasia Beverly Hills. The brand maintains leadership through iconic product portfolio (Great Lash Mascara, Super Stay Matte Ink, Sky High Mascara), aggressive digital marketing, and entertainment partnerships. Mass-market positioning allows price-based competitive advantage versus premium indie brands while maintaining quality perception through L'Oréal parent company innovation and resources.

Industry Context

Maybelline New York operates in Mass-market cosmetics and color cosmetics.

Key facts

Founded: 1915 · Headquarters: New York, US · Employees: 92,944 · Revenue: $90.8M

What the analysts stress-tested

The top findings that survived the multi-agent debate for Maybelline New York.

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Recent developments

Material events tracked by the AskCyborg corpus.

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Named competitors

Pulled from the analyst-debate framework. Click any competitor to see their Cyborg Score.

RevlonMass-market cosmetics and beauty products→Make Up ForeverProfessional and prestige makeup brand→Anastasia Beverly HillsPremium eyebrow and cosmetics brand→L'Oréal ParisParent company brand competing in mass cosmetics→

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Industry context

Maybelline New York operates in Mass-market cosmetics and color cosmetics. See how the rest of the sector scores on the Cyborg framework.

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Frequently asked questions

What does Maybelline New York do?+
Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. Founded in Chicago in 1915, it has been a subsidiary of French cosmetics company L'Oréal since 1996. The brand combin...
What is Maybelline New York's Cyborg Score?+
Maybelline New York has a Cyborg Score of 8/10 (Strong). The score synthesizes business model, financials, leadership, competitive position, technology, marketing, and ESG dimensions across hundreds of data points.
Who are Maybelline New York's main competitors?+
Named competitors include Revlon, Make Up Forever, Anastasia Beverly Hills, L'Oréal Paris. The full competitive landscape is in the AskCyborg report.
How can I get the full Maybelline New York research report?+
Get the report plus analyst-debate audio at askcyborg.com -- no credit card required for preview access. Pro adds saved-company audio playlists and monitoring.
How current is the Maybelline New York research?+
The Cyborg Score is recalibrated weekly. Recent developments are tracked continuously and surfaced in every report.

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