On September 7th at 11 am at the MakeUp in NewYork show, Trisha Ayyagari, senior vice president of global marketing at Maybelline, will present “Maybelline, an American Success Story.”

The brand was founded in 1915 when Mabel Williams came up with the idea to mix petroleum jelly and coal dust and applied it to her eyelashes and brows to improve her look.

Maybelline’s story includes launching the first water-based mascara, Great Lash, which has since become a cult favorite in an iconic pink and green package. Hear more about the brand’s rich history during this conference, as well its recent innovations.