Concealer by Maybelline, Lightweight formula, Mousse texture, Skin appears brighter, Available in 12 shades. A make-up bag fave, Maybelline is the ‘number one global cosmetics brand’. Born in 1915 with a catchy slogan to match, Maybelline now offers over 200 beauty products and champions cosmopolitan city-girl style. Concocted by an American chemist on behalf of his older sister, Maybel, the brand has since gone on to become a cosmetics staple for women all over the world.