MAYBELLINE REWRITES ICONIC TAGLINE TO CHAMPION INCLUSIVITY AND POSSIBILITY

Maybelline New York has unveiled a new version of its famous slogan, replacing “Maybe she’s born with it. Maybe it’s Maybelline” with a more inclusive message centred on possibility and self-expression. The update launches the brand’s global platform, “The beauty of infinite possibility”, featuring ambassador Miley Cyrus.

After more than three decades as one of the most recognisable slogans in the beauty industry, Maybelline New York is giving its iconic tagline a modern makeover, signalling a shift in how the global cosmetics brand speaks to consumers.

The company has announced the permanent replacement of its famed line, “Maybe she’s born with it. Maybe it’s Maybelline”, with a new version: “Maybe. We’re born with it. Maybe. It’s Maybelline.” The refreshed slogan coincides with the launch of a new global brand platform titled “The beauty of infinite possibility”, led by global brand ambassador Miley Cyrus.

Originally introduced in 1991, the tagline became a defining part of Maybelline’s identity, earning widespread recognition through television commercials, print campaigns and digital advertising. For many consumers, the phrase helped establish the brand’s position as a champion of accessible beauty, blending aspiration with an element of mystery about what creates an effortlessly polished look.

Now, however, Maybelline is seeking to align its messaging with changing attitudes towards beauty, identity and self-expression. The revised slogan reflects a broader and more inclusive approach, moving away from the focus on a single woman’s beauty and towards the idea that beauty is linked to possibility, confidence and individuality.

Central to the update is the replacement of the word “she’s” with “we’re”. While a seemingly small change, it broadens the message from an individual to a collective experience, emphasising opportunities and potential shared by women rather than celebrating the attributes of a single person.

The punctuation has also been carefully reconsidered. By introducing a full stop after the word “Maybe”, the brand transforms the term from something that sounds questioning or uncertain into a more deliberate statement. In this context, “Maybe” becomes less about doubt and more about embracing possibility, reinforcing the campaign’s wider theme of limitless potential.

The rebrand arrives at a time when beauty companies are increasingly reassessing long-established messages to ensure they resonate with contemporary audiences. Consumers today often look beyond products alone, expecting brands to reflect values such as inclusivity, authenticity and personal empowerment. Maybelline’s latest campaign appears designed to meet those expectations while preserving a connection to one of the most famous slogans in advertising history.

By retaining the familiar rhythm and structure of the original line, the company avoids abandoning a valuable piece of brand heritage. Instead, it refreshes a cultural touchstone for a new generation, balancing nostalgia with a more modern interpretation of beauty.

With Miley Cyrus at the forefront of the campaign and “The beauty of infinite possibility” providing its guiding theme, Maybelline is betting that its refreshed message will resonate with consumers who see beauty not as a fixed ideal, but as an expression of individuality and endless potential.