Maybelline New York: The #1 Makeup Brand in the World. Maybelline New York’s mission is to combine technologically advanced formulas with on-trend expertise to create accessible cosmetics with a cool, urban edge and a spirited style. Maybelline New York believes in diversity with makeup for every look and skintone, on the pulse trendsetting innovations, no hassle high performance makeup, and makeup that stands up to the city.