The revolutionary lip colour that lasts up to 24hr. No crumbling, fading or smudging. Non-Transferable. Maybelline's longest wear lip colours. 2-in-1 product: Colour with flexi wand and conditioning lip balm. Maybelline New York is the number one global cosmetics brand and is available in over 129 countries worldwide. Offering more than 200 products. Maybelline use advanced formulas and hands-on expertise to create up to date yet accessible cosmetics. Maybelline New York is also the sponsor of New York Mercedez Benz Fashion Week. Initially it was only available by mail order but then women began to ask for it in drugstores. First of all the classic red Eyebrow pencil then coloured eyeshadows were introduced then complimentary eyeliners. Maybelline then became the first make up brand to advertise on radio and sales boomed.