In 2020, an estimated 4.48 million people used Maybelline eye make-up.

Maybelline hired people who are not stereotypical aspirers with the aim of inclusivity across the word with regards to their makeup products. They hired their first male and gay influencer, Manny MUA, in 2017 which broke gender stereotypes in the sense that most people who wear and promote makeup are females.

Shayla has encouraged racial diversity by speaking openly about it on her youtube channel