Maybe it's... Lash-Brow-Inc?

After observing his sister Mabel applying a mixture of petroleum jelly and coal dust (her secret beauty trick) to her lashes one day in 1915, T. L. Williams started a company -- which he dubbed "Lash-Brow-Inc" -- to produce the world's first mascara. Sales were slow until he renamed the company (after his sister): "Maybelline."

[Jeff Bezos planned to name his internet venture Cadabra (as in abracadabra). Convinced by his attorney that the name sounded too much like cadaver, Bezos reluctantly agreed to use his second choice: Amazon.com.]

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