This is the outside packaging. It kind of reminds me of a box of matches, because of the way that it opens. The top easily slides off, revealing the cake inside.
The Packaging Reads:
Harmless, Tear Proof, Will not smart the eyes
Maybelline Co. Distr. Chicago, U.S.A.
It's a bit hard to see in the photo, but the end of the brush reads Maybelline. You can also see remnants of the word Maybelline on the cake itself. It is more visible in person. I did some research and found that the formula was made of a mixture of sodium stearate soap and pigments, extruded into strips, stamped and dried. The cake was applied with the small brush, which would have been wet before rubbed into the cake.
In 1932, Maybelline started using the word "mascara" instead of "eyelash darkener". I believe that this mascara is probably from 1932-1939. I noticed that my box here is different than many of the other boxes depicted in many of the Maybelline ads. The ones in the ads were made of metal, and mine is cardboard. In September of 1932, a special 10-cent package of Maybelline cake mascara was sold in drugstores, and described as "purse-sized". I believe that's what I have here, because the 10-cent promotion popularized the cake mascara, and then larger, more elaborate boxes were sold. If only the price was listed on the box, I would know for sure. Nevertheless, it's still a cool piece of makeup history that I'm happy to own.
Here is an ad that focuses on the cake mascara itself! See how there is a latch at the bottom of the box? That is the 75-cent version that came out after the 10-cent version. There are a few other ads that also feature the mascara in the metal case.
Maybelline is one of my favorite drugstore brands, and I've always been interested in their history, well makeup history in general! I hope that I'll be adding more pieces like this to my collection. I wish there was some sort of makeup history museum.. anyway, I hope you found this post interesting!
-Video on Maybelline History
-How Maybelline Began