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The Maybelline Story and the Spirited Family Dynasty Behind It
In 1915, when a kitchen stove fire singed his sister Mabel’s lashes and brows, Tom Lyle Williams watched in fascination as she performed a “secret of the harem”—mixing petroleum jelly with coal dust and ash from a burnt cork and apply it to her lashes and brows. Mabel’s simple beauty trick ignited Tom Lyle’s imagination and he started what would become a billion-dollar business, one that remains a viable American icon after nearly a century. He named it Maybelline in her honor.
Throughout the 20th century, the Maybelline Company inflated, collapsed, endured, and thrived in tandem with the nation’s upheavals—as did the family that nurtured it. Setting up shop first in Chicago, Williams later, to avoid unwanted scrutiny of his private life, cloistered himself behind the gates of his Rudolph Valentino Villa and ran his empire from a distance. Now after nearly a century of silence, this true story celebrates the life of an American entrepreneur, a man whose vision rocketed him to success along with the woman held in his orbit, Evelyn Boecher—who became his lifelong fascination and muse.
Captivated by her “roaring charisma,” he affectionately called her the “real Miss Maybelline” and based many of his advertising campaigns on the woman she represented: commandingly beautiful, hard-boiled and daring. Evelyn masterminded a life of vanity, but would fall prey to fortune hunters and a mysterious murder that even today remains unsolved. A fascinating and inspiring story, a tale both epic and intimate, alive with the clash, the hustle, the music, and dance of American enterprise.
Throughout the 20th century, the Maybelline Company inflated, collapsed, endured, and thrived in tandem with the nation’s upheavals—as did the family that nurtured it. Setting up shop first in Chicago, Williams later, to avoid unwanted scrutiny of his private life, cloistered himself behind the gates of his Rudolph Valentino Villa and ran his empire from a distance. Now after nearly a century of silence, this true story celebrates the life of an American entrepreneur, a man whose vision rocketed him to success along with the woman held in his orbit, Evelyn Boecher—who became his lifelong fascination and muse.
Captivated by her “roaring charisma,” he affectionately called her the “real Miss Maybelline” and based many of his advertising campaigns on the woman she represented: commandingly beautiful, hard-boiled and daring. Evelyn masterminded a life of vanity, but would fall prey to fortune hunters and a mysterious murder that even today remains unsolved. A fascinating and inspiring story, a tale both epic and intimate, alive with the clash, the hustle, the music, and dance of American enterprise.
467 pages, Kindle Edition
First published August 10, 2010
217 people are currently reading
236 people want to read
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Displaying 1 - 30 of 30 reviews
July 16, 2016
Not the inspiring story I was expecting. It plays out like a soap opera, which is not my cup of tea. I love the history and informative aspect, but more than anything it is a deeply sad story. I probably wouldn't have been disappointed so much if I knew what I was getting myself into.
The writing felt like a high school student's paper that needed tweaking for a better flow. I understand that a person can have several names, but multiple characters with multiple names = unnecessary pauses to the reading.
Repeated reminders that Eveline is "grandmother" in the middle of a story plot before the author is born and even becomes a part of the story is a big mistake. The author's relationship was appropriately established early on. Please let me feel the history of that time without jumping into the story to tell me what I already know.
The writing felt like a high school student's paper that needed tweaking for a better flow. I understand that a person can have several names, but multiple characters with multiple names = unnecessary pauses to the reading.
Repeated reminders that Eveline is "grandmother" in the middle of a story plot before the author is born and even becomes a part of the story is a big mistake. The author's relationship was appropriately established early on. Please let me feel the history of that time without jumping into the story to tell me what I already know.
April 30, 2018
Interesting memoir of a member of the family that founded the Maybelline cosmetics company. I love reading about the early 20th century and was surprised to learn Maybelline was headquartered in Chicago, my favorite city. The family story seemed a little soap opera-ish, but then so are many family stories, I guess, if you dig deep enough. I was most interested in how the business started and kept going even during incredibly hard times like the Great Depression and World War II.
February 14, 2013
Very interesting! It's a novel not a biography. Fast read!
November 12, 2018
Not only do we know Maybelline as a major American cosmetics company, but Maybelline was actually the name of the founder's sister. Tom Lyle Williams was the actual founder of Maybelline and through his business acumen and entrepreneurial talent, came up with a product women are still using 100 years later. It was through his family, especially his sister-in-law Evelyn, herself a glamorous and fashionable woman of her times, that Maybelline became a national presence in the cosmetics market.
Tom Williams saw his sister Maybel attempt to darken her eyelashes with a dangerous mixture of coal ash and water. Women throughout history have always tried to enhance their facial features and Tom saw an opportunity to help his sister and make a few dollars. As it turned out, he was correct. He did both. The story also included American history, women's suffrage, the beginnings of Hollywood and attitudes towards homosexuality. The story had all the elements of a blockbuster story.
The author Sharrie Williams, who is the founder's grandniece, gives us her impressions about her family members such as her grandmother Evelyn. While Evelyn plays an important role in the success of the company, she is a self-centered woman, lousy mother and ultimately pays a steep price for her "ambition". I highly recommend this novel.
Tom Williams saw his sister Maybel attempt to darken her eyelashes with a dangerous mixture of coal ash and water. Women throughout history have always tried to enhance their facial features and Tom saw an opportunity to help his sister and make a few dollars. As it turned out, he was correct. He did both. The story also included American history, women's suffrage, the beginnings of Hollywood and attitudes towards homosexuality. The story had all the elements of a blockbuster story.
The author Sharrie Williams, who is the founder's grandniece, gives us her impressions about her family members such as her grandmother Evelyn. While Evelyn plays an important role in the success of the company, she is a self-centered woman, lousy mother and ultimately pays a steep price for her "ambition". I highly recommend this novel.
October 27, 2021
A fascinating story about the family behind the brand we all know , Mabelline. I was completely unfamiliar with the family and very familiar with the brand. This is the story as told by the granddaughter of the fortune. From Chicago to Los Angeles to Arkansas this family story spans 3 generations. When I was a child, my mother had one of those infamous little red boxes with the gold lettering and the cake mascara and brush inside. Now I know everything that went in to making her eyes so beautiful.
October 22, 2017
Tom Lyle the man behind the dynasty
Excellent book about a very young entrepreneur and his vision. His employees would consist of his family. What's great about the book is that you step into each person's life. The Depression, Wars, family joy and sorrow saw them through and added to Tom Lyles success.
Excellent book about a very young entrepreneur and his vision. His employees would consist of his family. What's great about the book is that you step into each person's life. The Depression, Wars, family joy and sorrow saw them through and added to Tom Lyles success.
July 26, 2021
Fascinating read about the story behind the iconic cosmetic company Maybelline. I both listen to the audio and read the book after receiving a signed copy from the author. Fascinating story of family from humble midwest beginnings to riches and glamor of Hollywood. I highly recommend to all who enjoy history of fashion, Hollywood. Loved the book! would make a fantastic movie
January 26, 2024
I had to force myself to finish this book.
It needed to be half the size and was far too drawn out.
I didn’t care for the writing style and the confusing timeline. Felt like a predictable soap opera most of the time. The author’s use of foreshadowing was not my fav. Tom Lyle is why I toughed it out and finished the book.
It needed to be half the size and was far too drawn out.
I didn’t care for the writing style and the confusing timeline. Felt like a predictable soap opera most of the time. The author’s use of foreshadowing was not my fav. Tom Lyle is why I toughed it out and finished the book.
August 28, 2018
Great Read but lengthy!
I like the extensive detail regarding the building and maintaining the Maybelline brand! Probably would be a better read of in book form so you could see how long the book was.
I like the extensive detail regarding the building and maintaining the Maybelline brand! Probably would be a better read of in book form so you could see how long the book was.
June 20, 2019
This was certainly an educational read into the lives of a most promenante family.
I enjoyed this book as I was able to live life on the 20's and 30's of this country. The lives of the Williams family are well laid out and tragic.
I enjoyed this book as I was able to live life on the 20's and 30's of this country. The lives of the Williams family are well laid out and tragic.
September 21, 2020
A quick read story about an American success story with lots of family dysfunction thrown in. This should be a Netflix movie. I loved Tom; he was a great guy who looked out for his family first and foremost.
September 30, 2020
Fantastic
I was surprised by this book! Truthfully, I wasn’t expecting much but I couldn’t put it down! What an interesting family history and inside look at how a cosmetic giant was born. Very well written and intriguing.
I was surprised by this book! Truthfully, I wasn’t expecting much but I couldn’t put it down! What an interesting family history and inside look at how a cosmetic giant was born. Very well written and intriguing.
January 6, 2018
Fascinating. Although I couldn't shake the feeling that small sections were embellished / made up (namely in the early years prior to author's birth).
March 20, 2018
I absolutely loved this non-fiction read. A fascinating family - sad and amazing at the same time. Very good writing - I felt like I was reading a novel.
April 9, 2018
Beauty is only skin deep
What a tumultuous family. Driven by making money, and keeping money, the chaos and problems that so often come with money affected them all.
What a tumultuous family. Driven by making money, and keeping money, the chaos and problems that so often come with money affected them all.
March 10, 2019
An Insider's Story
An engaging read. More memoir than biography, with a personal view of a private family. An amazing family history of a company that swallowed a family.
An engaging read. More memoir than biography, with a personal view of a private family. An amazing family history of a company that swallowed a family.
June 6, 2019
Interesting book about complex dynasty and story behind gigantic makeup brand
September 10, 2019
Very interesting.
October 28, 2019
Fascinating read!
What a story! You can't make this stuff up! Beautifully written and very entertaining. I highly recommend this captivating book.
What a story! You can't make this stuff up! Beautifully written and very entertaining. I highly recommend this captivating book.
April 10, 2021
Fascinating! Loved it.
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March 24, 2022There a find line between tan and looking like you were rolled in doritos.
https://www.goodreads.com/book/show/1...
https://www.goodreads.com/book/show/1...
December 17, 2017
after reading the Bettencourt affair about L'Oreal, this family was a group of angels. very insightful.
Americana, story behind the products, image, image, image. be careful what you wish form you might get it,
fascinating story
Americana, story behind the products, image, image, image. be careful what you wish form you might get it,
fascinating story
November 21, 2012
Growing up in the 70s, the time of discos and over the top makeup, teenage girls, myself included, wanted their lashes as dark and full as possible. We all had the pink and green tube of Great Lash mascara in our makeup bags. I’m middle-aged now and still have Maybelline mascara in my makeup bag. The only difference is I am a little more judicious in my application. So naturally when Sharrie Williams, grand-niece of Tom Lyle Williams; founder of Maybelline, asked if I was interested in reviewing “The Maybelline Story: And the Spirited Family Dynasty Behind it” I readily accepted the offer.
Sharrie Williams takes her readers into the world of the royal family of the cosmetic industry. Picture the Carrington’s from the hit 1980s television series “Dynasty”, change it from oil moguls to cosmetic moguls and you’ll understand what it was like being a Williams. The book is an intimate retelling of triumphs and losses, love and betrayal as Tom Lyle Williams, a teenage boy from small town USA, follows his dream to take the world and make it his oyster on his quest to being a millionaire.
Maybelline was started when Tom Lyle discovered his sister Mabel’s beauty secret and wanted to share the product with American women. Little did he know that this would begin the journey into a lifelong love story with his little company that turned into a dynasty and the most widely known cosmetic country in the world.
Through the depression and two world wars Maybelline persevered always managing to keep women feeling beautiful through even the toughest times. Mingling with starlets from Hollywood and iconic movie producers the Williams family lived the life only to be dreamed of by millions of people. Lavish parties and extravagant spending paved the way for duplicitous hangers on hoping for a piece of the pie.
Sharrie Williams was born to tell the story of her family. She does it with grace and humility showing not only the successes but the failures of her heritage. I was captivated from the first paragraph greedily pouring over the pages. I highly recommend “The Maybelline Story: And the Spirited Family Dynasty Behind it” is a must read for enthusiasts of memoirs and biographies.
Sharrie Williams takes her readers into the world of the royal family of the cosmetic industry. Picture the Carrington’s from the hit 1980s television series “Dynasty”, change it from oil moguls to cosmetic moguls and you’ll understand what it was like being a Williams. The book is an intimate retelling of triumphs and losses, love and betrayal as Tom Lyle Williams, a teenage boy from small town USA, follows his dream to take the world and make it his oyster on his quest to being a millionaire.
Maybelline was started when Tom Lyle discovered his sister Mabel’s beauty secret and wanted to share the product with American women. Little did he know that this would begin the journey into a lifelong love story with his little company that turned into a dynasty and the most widely known cosmetic country in the world.
Through the depression and two world wars Maybelline persevered always managing to keep women feeling beautiful through even the toughest times. Mingling with starlets from Hollywood and iconic movie producers the Williams family lived the life only to be dreamed of by millions of people. Lavish parties and extravagant spending paved the way for duplicitous hangers on hoping for a piece of the pie.
Sharrie Williams was born to tell the story of her family. She does it with grace and humility showing not only the successes but the failures of her heritage. I was captivated from the first paragraph greedily pouring over the pages. I highly recommend “The Maybelline Story: And the Spirited Family Dynasty Behind it” is a must read for enthusiasts of memoirs and biographies.
February 20, 2017
Interesting. I did not know any of this. Easy read.
March 14, 2015
Very interesting story about the Maybelline dynasty. Tom Lyle Williams was a self made entrepreneur at a young age. He was and remained always interested in making money for his extended family. Because family was so important to him, he provided for all in his family. He also warned family members to be careful of frivolous spending and investments. Unfortunately some family members were careless and trusted some very obvious deceitful and conniving characters. It was an amazing legacy about a familiar product.
August 8, 2013
Wonderful story about a business empire, personal loss/tragedy in a time where the country struggles. Its a very good book about the making of Maybelline and its struggles and triumphs. You won't regret reading it.
February 20, 2018
I had never heard of the Maybelline story before, so I was excited to read this book. I'm so glad I did because I absolutely loved it! With the interesting lives of all the characters involved I found the book hard to put down. I was actually disappointed when it came to an end.
August 7, 2011
I was surprised by this one... it was given to me by a friend and I didn't think I would be interested in it at all. However, once I picked it up, I enjoyed it... very interesting history.
January 19, 2013
Very good - felt for a book written by a member of the family, the viewpoint was objective and even-handed. Fascinating story if you'ver ever been involved with a family business.
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March 20, 2016Both a history lesson and fun romp into the invention of a woman's staple cosmetic! Can't stop singing "Maybelline ... why can't ya be true ..." everytime I think about it!
Displaying 1 - 30 of 30 reviews