Maybelline Marketing Strategy

Maybelline is an American cosmetics, skin care, perfume, and personal care brand based in New York City. It was founded in 1915 by pharmacist Thomas Lyle Williams, inspired by his older sister Mabel. He adapted Mabel’s eyelash mixture of Vaseline and coal dust with a chemistry set, creating Lash-Brow-Ine. L’Oreal acquired Maybelline in 1996. Maybelline’s marketing strategy drives sustainable growth. In 2024, L’Oreal’s annual revenue was €43.48 billion. Maybelline outperformed the market. [1]

To understand Maybelline’s secret to success for over 110 years, here is an in-depth analysis of its marketing strategy:

Table of Contents

Maybelline’s Target Market Overview

Maybelline’s core target market is young women aged 16 to 30. This audience experiments with makeup and the latest beauty trends. According to Piper Sandler, Maybelline is the third most popular beauty brand among US teens, with 7%, behind e.l.f. Cosmetics (22%) and Selena Gomez’s Rare Beauty (11%). Maybelline leverages social media to target younger consumers. Before and after TikTok videos promoting the brand’s Lash Sensational Sky High mascara garnered over 400 million views. [2]

Maybelline targets older women. The brand appeals to these consumers by offering anti-aging products. For example, Maybelline’s Instant Age Rewind line provides concealers, foundations, erasers, and a 4-in-1 perfector. Its Dream Radiant Liquid Foundation contains anti-aging ingredients, including hyaluronic acid and vitamin C. Maybelline aims to expand its target audience beyond women. In 2023, Maybelline featured bearded men in its promotional TikTok videos. Around 15% of heterosexual men aged 18 to 65 in the US use male cosmetics and make-up. Maybelline’s ads could help the brand attract this audience. [3]

Maybelline’s Positioning

Maybelline is positioned as a trend-setting makeup brand. It strengthens its positioning by collaborating with models, influencers, and pop icons. In Sep 2025, Maybelline welcomed multi-platinum recording artist and international music icon Miley Cyrus as its new global spokesperson. “Maybelline shares my belief that makeup should be expressive, evolving. Partnering with Maybelline, a brand that celebrates meaningful values, self-expression, and play, felt like the most natural fit in this stage of my life,” said Miley Cyrus. [4]

Maybelline is one of the world’s leading makeup brands. It has nurtured a cult-like following among younger women by focusing on their beauty care needs. The brand outperforms rivals on e-commerce platforms. According to Accio, the Maybelline Color Sensational Lipstick was the top-selling makeup product on Amazon in Jun 2025. Consumers purchased 22,756 units of the romantic rose lipstick. Maybelline’s Warm Me Up Sensational lipstick was second, with 22,166. [5]

Checkout: Largest American Personal Product or Personal Services Companies by Market Cap

Maybelline’s Value Proposition

Maybelline’s value proposition is defined by its mission statement: “To offer innovative, accessible, and effortless cosmetics for every woman.” The brand achieves this mission by combining technologically advanced formulations with on-trend expertise. This approach has guided Maybelline since its founding. For example, Maybelline founder Thomas Williams produced his first commercial mascara by adapting his older sister’s homemade concoction with a chemistry set. He combined his chemistry expertise with Mabel’s formulation to create the Lash-Brow-Ine eyelash. [6]

Maybelline’s value proposition includes affordability, innovation, and inclusivity. The brand creates innovative formulas and competitively priced products, enhancing access to beauty care. Its extensive range of shades for various skin tones promotes inclusivity. For example, Maybelline’s Fit Me! Foundation adapts to different skin tones. The Colossal Mascara is recommended for young women seeking to enhance their eyelashes for a bold look. Older women can rely on Maybelline’s Instant Age Rewind Concealer to cover blemishes and dark circles. [7]

Maybelline’s Marketing Mix (4Ps)

Maybelline’s marketing mix (4Ps) reflects its strategy and priorities to grow its brand, sales, and customer base. The 4Ps are product, promotion, price, and place. Each contributes to the brand’s overall marketing strategy. Let’s explore how Maybelline leverages the 4Ps to drive growth:

Maybelline’s Product

Maybelline offers a range of makeup and beauty products, including foundations, mascaras, lipsticks, blushes, eyeshadows, and brow gels. Its product development strategy prioritizes innovation. For example, Maybelline created its Instant Age Rewind Perfector 4-in-1 Glow Makeup with a multi-use formula. This product provides the transformation of a primer, concealer, highlighter, and BB cream in one step. It offers 8 self-adjusting shades, catering to all skin tones and complexions. Consumers can buy this 4-in-1 makeup for $13.99 on Maybelline.com. [8]

Maybelline leverages its product design and packaging to strengthen its brand identity. Its vibrant colors and sleek designs stand out on retail shelves, attracting young women. In 2025, Maybelline partnered with Closed Loop Partners on solutions for recovering small-format packaging. “We believe scaling these innovations will improve the recyclability of plastic and create a viable end-market for our materials,” said Trisha Ayyagari, Global Brand President of Maybelline. “As the number one make-up brand in the world, we have a responsibility to create the most sustainable makeup lifecycle possible.” [9]

Maybelline integrates sustainability into its product development and packaging strategy. This approach helps the brand appeal to eco-conscious consumers. Since 2018, Maybelline has replaced 600 tons of virgin plastic with recycled plastic. The company strives to achieve carbon neutrality by 2025, reduce carbon emissions from its product lifecycle by 50% by 2030, and use 100% recycled plastic for packaging by 2030. It also plans to switch 95% of ingredients to bio-based options and alternatives derived from abundant minerals or circular processes. The brand launched its Conscious Together program to drive its sustainability initiatives. [10]

Maybelline’s Price

Maybelline’s pricing strategy prioritizes affordability and value. The brand appeals to budget-conscious by offering high-quality products at lower prices than competitors’ high-end options. For example, Maybelline’s Fit Me Matte costs only $18, compared to $90 for Estee Lauder Double Wear. Both are high-quality foundations. Mascara users can buy Maybelline’s Lash Sensational Sky High for $25 instead of Too Faced Better Than Sex for $50. Maybelline is an affordable makeup brand. [11]

Maybelline is a drugstore makeup brand, like e.l.f. Cosmetics and MCoBeauty. It developed formulas similar to those offered by high-end brands. Maybelline’s main selling point is its high-quality, low-priced products. The brand integrates this competitive advantage into its campaigns. However, Maybelline doesn’t call out its competitors by name. It leverages its packaging and marketing content to position itself as an alternative to expensive brands. The idea is to show consumers how its products work just as well as high-end options. [12]

Maybelline’s Place

Maybelline’s products are available in over 120 countries through beauty and department stores, drugstores, and online retailers. For example, consumers can buy Maybelline makeup and cosmetics on Amazon, Walmart, Target, CVS, and Ulta. Maybelline partners with global organizations to promote its brand worldwide. In 2024, Maybelline partnered with the WHO Foundation to enable 10 million people access 1:1 mental health support. The brand will donate $20 million to this cause by 2030 through its Brave Together program. This partnership enhances Maybelline’s visibility and brand awareness. [13]

Maybelline invests in global expansion to grow its sales. The brand capitalizes on increasing demand for makeup products in emerging economies, including Africa, Asia, and Latin America. In 2021, L’Oreal restructured its operations to establish a dedicated Sub-Saharan Africa division. Maybelline’s African business is divided into Southern Africa, East Africa, and West & Central Africa. The brand established a strong subsidiary presence in Southern and East Africa. “Nigeria and South Africa are our two biggest markets, but we are also seeing strong potential in Kenya, Tanzania, Uganda, Ivory Coast, and Senegal,” said Issima Oniangue, General Manager for makeup and CPG at L’Oreal’s Sub-Saharan Africa. [14]

Maybelline’s Promotion

Maybelline offers discounts, coupons, and special deals to promote its products. Customers can redeem coupons in-store or through Maybelline.com and retailer websites. For example, WorthEPenny offered Maybelline deals for Nov 2025. Shoppers use WorthEPenny coupons at checkout to enjoy up to 50% off their Maybelline order. The brand hosts promotional sales events to reward loyal customers. For example, the Jul 2025 Lipstick Day offered 40% off Maybelline lip products. [15]

Maybelline runs its promotions and marketing campaigns on social media. The brand relies on TikTok to reach Gen Z consumers. In Sep 2024, Maybelline tailored its iconic 1991 “Maybe It’s Maybelline” jingle to social media. The modernized version captures the spirit of New York City and a sense of inclusivity. Peggy Gou, Gigi Hadid, Storm Reid and Shay Mitchell promoted the revamped concept on TikTok. “Our jingle captures the essence of who we are as a brand, embodying self-confidence, authenticity, and empowerment,” said Trisha Ayyagari, Maybelline’s Global Brand President. Although “Maybe It’s Maybelline” is over 30 years old, it retains an 84% brand recall. [16]

Maybelline customizes its promotions regionally to target local consumers. For example, the brand launched a US-only promotional event and sweepstakes on its website. US consumers can enter this event to win branded Maybelline merch and over $300 worth of Maybelline must-haves. The promotion offers free samples, introducing non-customers to Maybelline’s brand and products. [17]

Image Credit: Karly Jones

Maybelline’s Promotional Strategy

Maybelline’s promotional strategy combines digital and traditional marketing tactics. The brand partners with influencers and pop icons to promote its products. In Sep 2025, Miley Cyrus became the new global spokesperson for Maybelline. The award-winning singer and pop sensation starred in Maybelline’s new campaign, lending her voice to a 2025 version of the iconic “Maybe it’s Maybelline” jingle. The brand launched the ad across television and social media in Sep 2025. “This partnership brings together two core parts of me. You cannot erase make-up from music,” said Miley Cyrus. [18]

Social media marketing is the cornerstone of Maybelline’s promotional strategy. The brand leverages TikTok, Facebook, Snapchat, and Instagram to reach younger consumers. For example, Maybelline created a TikTok campaign to increase penetration and sales among Indonesian women aged 18 to 34. The platform helped Maybelline overcome pandemic-induced challenges as consumers shifted to online shopping. The brand relies on social media creators and influencers to appeal to Gen Z. [19]

Maybelline creates sensational TV commercials to promote its makeup products. These ads feature sportswomen, actresses, artists, and celebrities. For example, Maybelline launched its “Striking Finish” TV ad for the SuperStay Matte Ink Lipcolor lipstick in Feb 2025. This ad featured tennis star Naomi Osaka, helping the brand reach young black women. [20]

Maybelline fosters strategic partnerships to expand its reach. The brand collaborates with top-rated sports and entertainment companies. In Jul 2025, Maybelline became the first-ever Official Cosmetics Partner of WWE. Maybelline presented WWE’s All-Women’s Premium Live Event Evolution in Jul 2025 in Atlanta. “Maybelline New York is proud to partner with WWE and have the opportunity to put our products to the ultimate test,” said Amy Whang, President of Maybelline New York. “As the presenting sponsor, we’re supporting a global community that inspires confidence and self-expression.” [21]

Image credit: Annie Spratt

Maybelline’s Customer Acquisition & Retention

Maybelline leverages social media to attract new customers. It uses TikTok Ad solutions and relevant trending content from its in-house team and TikTok creators to engage TikTokers. For example, Maybelline created the #WeAreMaybelline TikTok challenge to turn followers into customers. The brand invited TikTok beauty enthusiasts to participate in trending Korean music and dances, proving Maybelline’s long-lasting products. This campaign attracted over 20,000 participants and generated 1.1 billion views on TikTok. It introduced TikTokers to the Maybelline brand and its products, boosting customer acquisition. [22]

Maybelline’s customer retention strategy includes coupons, special offers, and promo codes. These marketing tools help the brand reward and retain loyal customers. In 2025, GrabOn offered the best Maybelline deals in India, including coupons for 50% off beauty products. Maybelline India offers up to 40% off during Amazon’s Great Indian Festival, Nykaa’s Hot Pink Sale, and Flipkart’s Big Billion Days. Consumers can shop during these events to increase their savings. These deals boost Maybelline’s customer retention rate. [23]

Maybelline’s Marketing Goals (KPIs)

Maybelline’s marketing goals include attracting and retaining customers, increasing revenue, and growing its market share. The beauty brand analyzes key performance indicators (KPIs) to measure progress. These KPIs also visualize the effectiveness of Maybelline’s marketing strategy. Maybelline is a billion-dollar brand and one of L’Oreal’s top revenue generators. In 2024, L’Oreal’s annual revenue increased by 5.6% to €43.48 billion ($45.13 billion). Its net profit was £6.41 billion, up from £6.18 billion in 2023. The parent company also reported an increase in operating profits from £8.14 billion in 2023 to £8.69 billion in 2024. [24]

Maybelline implements marketing campaigns to increase consumer interest and engagement. It relies on social media to drive growth. In 2024, Maybelline was the fourth most popular cosmetic brand on Instagram, with 12.9 million followers. It was outperformed by Dove (48.9 million), MAC (24.83 million), and L’Oreal (14.9 million). Maybelline was #3 in consumer interest among cosmetic brands in 2024, with 3.539 million online searches. Dove dominated this category with 4.337 million searches, followed by L’Oreal at 3.63 million. These figures confirm that Maybelline’s social media marketing strategy is effective. [25]

Maybelline collaborates with social media influencers to drive sales and brand awareness. Both marketing goals have unique KPIs. In Feb 2025, Maybelline’s foundations search volume peaked at 182.8, with sales reaching 6,564 units. It sold over 14,364 units of washable and waterproof mascaras. Its mascara’s search volume increased from 420 in Nov 2024 to 455 in Jan 2025. [26]

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