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FASHION & BEAUTY | HOME & DCOR | TRAVEL & LIFESTYLE

N I C H E beauty

MAYBELLINE
by Sharrie Williams | celebrity columnist THE BIRTH OF A BEAUTY EMPIRE

under cold water, and after she had chipped ice from the ice-block and p it to her forehead, and even after she had stopped feeling the physical what had happened. She stared dejectedly at her plain reflection in the l glass. The finely shaped brows and long eyelashes that had always tempe fairness were gone.

TRAVEL to...

Tom Lyle caught the sorrowful look in her eyes and the pain of losing the s had been chasing in Chicago and understood what it was like to feel so ho When Mabel saw her brother watching her, she spat out, My life is ruin ugly. Mother will be very happy to know I will be going into a convent!

BORA BORA & V E N I C E , I T A LY

little

G E T T HE

BLACK DRESS

Her brothers couldnt cheer her and resolved to do their best to act as nothing were different, hoping their sister would recover from the accide Mabel was stronger than she at first appeared and as plucky as any of the ot the Williams clan. One evening, Tom Lyle looked in on Mabel to say goo and discovered her perched in front of her vanity. She was rubbing someth her eyebrows. Fascinated, he watched and asked what she was using.

LOOK

Vaseline, it will make my eye brows and lashes grow faster and thicker, sh I think it makes them show up too.

FACE IT!
THE HOTTEST BEAUTY BUYS OF THE SEASON

FASHION LEGEND
CHRISTIAN DIOR

COUTURE
C A LV I N K L E I N D V F BALMAINLANVIN

RUNWAY

usiness was going very well, with several thousand dimes a day coming in by summers end. An old feeling crept back into Tom Lyle, that sense that something big was going to happen, if only he could think of what that was. The novelty business would not be an expanding market, but a diminishing one. A gag once played, cant be replayed endlessly. An ideal product would always need replacing, creating an endless demand for supply. He wanted to sell something new and desirable that customers would reorder again and again. Cosmetics! Yesthat would be perfectexcept every essential beauty product must already be on the market, he thought. Where could he possibly fit in? And then something happened that causes one to ponder whether a specific event was a simple accident that just coincidentally occurred at a stunningly opportune moment in time, or was it fate? One morning Mabel was making cake frosting by melting sugar on the stove, but when she leaned over to stir the pot, a flame shot up and singed away her eyebrows and eyelashes, but thankfully nothing worse. Tears continued to stream down her cheeks, even after she had run her face

He was instantly struck with the thought, here was an important feature face that many women must be concerned about, yet, there was nothing market for beautifying the eyebrows and eyelashes. He immediately we wholesale drug manufacturing company, Park-Davis and talked to one o best chemists. He explained that hed like them to formulate a fine, pure p that would be beneficial for eyebrows and eyelashes. They soon subm sample product consisting of refined white petroleum with several fine oil touch of perfume. He then placed his first order for ten pounds.

Mabel, Tom Lyle and Noel melted it in a teapot and then poured it into aluminum containers labeled, Lash-Brow-ine. Tom Lyle worked out a sm and a half inch ad using an eye illustration, with copy saying: Beautif lashes with Lash-Brow-ine - send 25 cents, and placed it in Photoplay.

GOSLING
NICHE EXCLUSIVE WITH RYAN
WINTER JANUARY | FEBRUARY 2013 DISCOVER YOURS at NICHEmagazine.ca

Woman quickly responded, thousands of them who never before had reco the fact that the eye lashes and the lips are the two primal features of t which accent beauty. As soon as the magazine came out, thousands of q started pouring in. Returns from the first ad left a large profit after the ex were paid and Tom Lyle repeated in Photoplay, Ladies Home Journal, Vog Harpers Bazaar Magazine. Business Boomed!
Sharrie Williams is the heir to the Maybelline legacy, Tom Lyle Williams great-niece and Evelyn Boecher Williams granddaughter. Growing up in their homes, and steward of the vast Maybelline archives, Williams tells the story of the birth of the Maybelline Empire and reveals intimate details about the fascinating family dynasty. Throughout 2013, NICHE invited Sharrie to give readers an inside look into this beauty empire sharing excerpts from her book, The Maybelline Story, available online at Maybellinebook.com