In 1915 a New York chemist T.L Williams noticed his younger sister using a mixture of Vaseline and coal dust around her eyes. He adapted the formula and sold it locally under the name Maybelline, a combination of Vaseline and his sister’s name, Maybel. Maybelline’s “Ultra Lash” mascara in the 1960s was the world’s first mascara product aimed at the masses. The legendary slogan “Maybe she’s born with it, maybe it’s Maybelline” was coined in the early 1990s. The Maybelline cosmetics collection at Fragrance Direct includes blushers, concealers, lip glosses, and eye products such as mascaras, eye shadows and eyeliners.