Inspired to create a product that would enhance lashes without the do-it-yourself effort, Williams developed a cake mascara that came in two parts: a goop of mascara product and a tiny brush. He began sending out orders and named his company Maybelline, after his sister (Mabel) and her go-to beauty product (Vaseline).

If you have lots of lashes or long lashes and are looking for a simple, more natural look, Great Lash is solid. The waterproof formula is good at not flaking and smudging and wore very well through commuting in the sloppy Toronto winter.

Martha Stewart and Bretman Rock in the Maybelline Falsies Surreal Mascara commercial.

1971 When Maybelline created Great Lash in 1971, most mascaras used wax as a base. Instead, Maybelline made the first water-based mascara, which makes removal a breeze (this becomes widely adopted among other brands). Plus, the innovative formula didn't sacrifice volume.

The latest example: the TikToker Mikayla Nogueira. Earlier this week, the 24-year-old beauty influencer uploaded a video reviewing a mascara. Soon after, she faced a tidal wave of backlash online as people accused her of wearing fake lashes to amplify the mascara's effects, thereby providing inauthentic advice.

Young people are using “mascara” as a code word for talking about sex, relationships and assault. Posts tagged with #mascaratrend generally feature young women using the term “mascara” and associated metaphors to refer to romantic or sexual partners.

Best for lift: The Falsies Lashlift “The curved bristle-brush wand featured an hourglass shape to cup and curl lashes for an incredible lifted effect," says Beauty Editor Elle Turner. “It offers up tons of volume with zero flaking, which is why fans love it.”

Great Lash Volumizing Mascara After 40 years, Maybelline New York's Great Lash Volumizing Mascara is still America's favorite mascara. Allure Readers' Choice and Best of Beauty Award Winner is loved for its lash-doubling formula that conditions as it thickens.

Jennifer Aniston's facialist loves the Ilia mascara "This is my absolute favorite mascara for lengthening," she said about the best-selling formula. "It's literally almost as good as extensions and I can't live without it."

Lash Princess all-day wear mascara features a conic fiber brush to sculpt and coat every lash giving you definition and volume without globs or clumps. The popular Lash Princess mascara retails for $3.99 at Amazon, and you can find it at other major retailers such as Target, CVS, Ulta Beauty and Walmart.

In 1932, Maybelline began selling its Cake Mascara in a variety of retailers responding to overwhelming demand. Now a collectors' item, the original product sold for 10 cents.

Social media has long been a place for makeup enthusiasts and beauty gurus to discuss trends, but that's not why TikTok users are currently talking about mascara. Young people are using “mascara” as a code word for talking about sex, relationships and assault.