ISBN: 978-0-9843081-1-8
ePub: 978-1-936332-17-5
6 x 9, 415 pages
trade paper $18.95 U.S.
BISAC: • BIO013000 *BIO026000 * FAM019000

Special Features
  • A never before told story of the making of an iconic giant, and told from an insider’s view
    - English
    - Spanish/Spain
    - Estonian
    - Chinese

Mabel Williams–for whom Maybelline cosmetics was named–in 1926

Arnold Anderson,
Debbie Reynolds
and Tom Lyle in 1950

THE MAYBELLINE STORY—and the Spirited Family Dynasty Behind It

Blog reaches 110 countries

“A woman’s most powerful possession is a man’s imagination.”Maybelline Ad, 1934


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 of ambition, luck, secrecy—and surprisingly, above all, love and forgiveness, a tale both epic and intimate, alive with the clash, the hustle, the music, and dance of American enterprise.

We loved this book! NYLON MAGAZINE

A richly told story of a forty-year, white-hot love triangle that fans the flames of a major worldwide conglomerate. Neil Shulman, Writer / Producer, Doc Hollywood

This book is classic literary satisfaction, a real page-turner. —Nina Siemaszko, actress, The West Wing

We are especially fascinated to slip vicariously into the lives of the rich and privileged yet cheer for the underdog who overcomes obstacles to astound doubters with his success. We are enthralled with the historical sweep of events whose repercussions live on to the present, all elements of this amazing story—which reads like a juicy novel but is a family memoir distilled from nine hundred pages of family accounts from the 1920’s to present. —Steven Hudis, producer, IMPACT Motion Pictures

A highly entertaining and salacious story about the rich and privileged who against all odds build an empire. If you are a fan of scandal and glamour starting at the turn of the 20th century all the way to the present, you'll love this book.—Los Angeles Review News

Engrossing! —New York Post

There are certain stories, so dramatic, so sordid, that they seem positively destined for film; this is one of them. A new, thoroughly engrossing tome. —Style.com

Splendid!—Harper's Bazaar En Espanol

Superb! An exciting tale that gives an insider’s view into the genesis of a corporate giant. A wild ride, an enticing saga. —Alan Andrews Ragland, son of Maybelline legend “Rags” Ragland

Sharrie Williams is Tom Lyle Williams’s grandniece and Evelyn Boecher Williams’s granddaughter.

Tom Lyle and friends at his Villa Valentino home in 1945 World War II War Bonds ads