The best-selling mascara on store shelves is still Maybelline's Great Lash. It's been around for more than thirty years, clearly recognizable by its bright pink and green packaging. Maybelline has been rated as the top cosmetics and skin care brand when ranked by customer loyalty. These are the results of a survey of 3,200 makeup buying consumers. The other brands in the top five are Mary Kay, Estee Lauder, Lancome and Clinique. See more about the cosmetic brand loyalty study here.