Maybelline New York

Maybelline’s strength lies in its modernity. The brand’s age—101 years old this year—belies its youth-oriented approach to marketing and product development. Maybelline has successfully capitalized on its historic strengths in mascara to dominate the overall eye category. While the brand isn’t the strongest social media performer, its strength in search engine optimization and its effective use of shoppable user-generated content on its own Web site propelled it to the number-two spot on L2’s digital ranking index.