From viral dance routines to mob wife fashion and the thirst for Stanley water cups, TikTok has become the go-to breeding ground for the latest trends. In particular, the social media platform’s ...

Priceline has announced its top 10 best-selling makeup buys of the year, including one brand that dominated the list and four product newcomers. Maybelline New York had a whopping six beauty buys in ...

It’s not every day that a beauty product goes viral and it’s actually affordable. But a drugstore find that performs as well as its luxury alternatives? Count me in. When I saw everyone on my TikTok ...

What: An easy new way to create full, natural looking brows. Who: Maybelline was founded by Thomas Lyle Williams in 1915 when he saw his sister applying coal dust to her eyelashes with Vaseline.

Origins: Lash-darkening products have been part of the feminine make-up arsenal for thousands of years, but it took the primping sister of a entrepreneurial brother to bring mascara to market in ...

The feeling of applying a fresh coat of mascara is good enough to make the grumpiest person smile, but what's not always as satisfying is the removal process. Wiping off layer after layer can be a ...

During Spring 2018 New York Fashion Week, makeup artists were using a lab sample for a coconut-infused mascara by Maybelline. And I've been hunting it down ever since. Let me repeat that: a Maybelline ...

Things just got real. A drugstore favorite brand just dropped something that's actually "swimming on the first date approved," if that's actually a real thing. A game-changer for anyone on the market ...