Do we like Maybelline?
Mass-market make-up brand (mascara, foundation, lipstick), founded in Chicago, now run from New York as part of L'Oréal.
Our score: 5 out of 10. Cheap, popular make-up with no big regulator penalties turning up, but a steady run of ad-claim lawsuits and a mixed animal-testing picture. We'd back it only with caution.
The main drama is lawsuits. A California class action alleges that L'Oréal and Maybelline waterproof mascaras contain undisclosed PFAS. These are allegations only, and the page we saw doesn't report a ruling.
There's a history of ad-claim suits too. Truth in Advertising's tracker lists claims over Super Stay lipstick wear, 'oil-free' foundations and pump volumes. A judge dismissed the pump case in 2019, and a 2013 mascara case was settled.
On animals, a petition page quotes L'Oréal saying Maybelline doesn't test its products or ingredients on animals. A vegan site says it isn't cruelty-free, because testing can still happen where the law requires it. So the picture is mixed, and that's why we land in the middle.