By 1998, Maybelline’s new technology still continued with their new products like; HydraTime Extended which is a Wear Moisturising Lipcolor and True Illusion Makeup. During  1999 the company then expanded into the Express product segment and introduced  Express Makeup 3 in 1, debuted the new Cool Effect Cooling Cream Shadow plus Shadow and Liner and Pure Blush –these were yet  two more cutting edge products.

These days, Maybelline products are sold in more than 70 countries across the world.

The Maybelline brand message is about colour, innovation and style. Maybelline is now recognized as the colour authority and creates seasonal colour stories through their products which are always in the season’s hottest shades.

Maybelline have been savvy with their customer demand and their brand, their image is hip, intelligent whilst also stylish and charming which has been brought to life by the brand’s spokespeople:  Josie Maran, Sarah Michelle Gellar and Tomiko Fraser. The women seem to embody Maybelline’s image in a very modern and approachable way. Technology for the brand continues to be in the forefront with their product lines. Via their parent company, L’Oréal USA, Inc., the Maybelline brand has access to the best research and development teams whilst have the great resources needed in order to create the newest and most innovative products which are available today.