The MAYBELLINE RIVAL crossword solution is ALMAY, a five-letter word. ALMAY is a cosmetics brand owned by Revlon, Inc., which was founded in 1931 and is one of the oldest cosmetics companies in the United States. ALMAY is a direct competitor to MAYBELLINE, another cosmetics company owned by L'Oreal. Both brands offer a wide range of makeup products, including foundations, eyeshadows, mascaras, and lipsticks.