I could hum the tagline of this week's brand of the week and you would get it from the first three notes - because who doesn't recognize the tune to "Maybe she's born with it... maybe it's Maybelline?
First let's do a short history lesson: Maybelline was one of the first brands to bring mascara to the people - the company was started in 1915 by a guy called T.L. Williams after he caught his sister Maybel putting on homemade mascara made from Vaseline and coal dust - he adapted her ingenious idea and Maybelline Cake Mascara - "the first modern eye cosmetic for everyday use" - was born.
Almost a hundred years later and Maybelline has become a staple in millions of women's makeup bags: their Great Lash Mascara (£5.19) is a cult classic - it was the first mascara I ever used after I 'borrowed' it from my mum. They've cemented their position as an affordable and innovative brand; Maybelline's Dream Matte Mousse Foundation(£7.69) spawned multiple copycats across the industry.
The brand is still producing exciting new products as well as their trusty classics: their Eyestudio range includes the Color Cosmos marbleised eyeshadow collection (£6.99), and their awesome new Lasting Drama Gel Eyeliner (£7.99) (check out our review here), insuring that we can all carry on pretending we're born with it while Maybelline do most of the work! Ta guys!