Can you believe that the distinctive Maybe-she’s-born-with-it-Maybe-it’s-Maybelline earworm has been ringing in our ears for a whole century?! Yes ladies, Maybelline recently celebrated their first 100 years in style with a big bash at the San Deck at Jozi’s Sandton Sun Hotel. And, we were there…

The brand celebrated their most iconic cosmetics with models showcasing Maybelline makeup looks that categorized each era. For example, 20s ‘Fierce Flapper’; 40s ‘Pin-Up’; 60s ‘Mod Rocker’; 70s ‘Disco Diva, 90s ‘Au Natural Wonder’ and noughties ‘#Socialite’.

SA celebs the likes of DJ Zinhle, Dineo Moeketsi and Thembi Seete were in attendance, along with Cape Town bloggers and beauty editors Eloise Dreyer of Eloise Beauty, Kathryn Rossiter of Becoming You, and Cosmopolitan’s Juana Parathyras. We feasted on delicious fare, and were each treated to a massive gift bag filled with the latest Maybelline makeup treats.

Here’s a quick look at Maybelline’s history:

1950: American entrepreneur Tom Lyle Williams developed his first beautifier called Lash-Brow-Ine. This creation was inspired by his sister Mabel whom he watched mix coal dust with Vaseline to amp up her lashes and brows.

1952: Williams launched Maybelline (Mabel + Vaseline)

1971: The Great Lash mascara was born. By 2000, the iconic pink and green tube of tricks was been sold every 1.2 seconds

1974: Face and lip products like Kissing Sticks, Kissing Slicks, Kissing Koolers and Kissing Potion were launched for the first time. They began to give the cosmetics aisle a whole new dimension of fun.

1980: The year of the “Electric Raver”. Maybelline began developing high-performance products. Spokeswoman Lynda Carter pioneered these introductions giving power to the workingwoman.

1991: Maybelline launched Shades of You – the company’s first makeup collection specifically designed for women of colour.

2000s: Maybelline became what we know it as today – a revolutionary powerhouse known all over the world as the number 1 international name in makeup.

For 100 years, Maybelline has continued too empower, reimagine and reinvent themselves. Happy 100th Birthday!

BB’s, what’s your best Maybelline beauty buy? Tell us below…