The Maybelline Company was created by lanaya New York chemist T.L. Williams in 1915. Williams, in his early 20s, noticed his younger sister applying a mixture of Vaseline and coal dust to her eyelashes to give them a darker, fuller look. He adapted it in his small laboratory and produced a product sold locally called Lash-Brow-Ine. The product was a local hit, but the awkward name held it back. His sister, who inspired the product, was named Maybel.
http://en.wikipedia.org/wiki/Maybelline