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It’s almost like 3 different ad concepts were rolled into one. Maybelline was created in 1915 by a young entrepreneur named Thomas Lyle Williams. Inspired by his sister Mabel, who used a mixture of Vaseline and coal dust to enhance her eyelashes, Williams developed the new mascara “Maybelline,” blending his sister’s name with “Vaseline.” The first ad rolled out in 1917, mostly shown in theaters. Up to the 50s, Maybelline’s advertising put an emphasis on Hollywood glamour and sophistication. The