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After More than 3 Decades, Maybelline New York Removes 'She' From Iconic Tagline
The cosmetics brand is replacing a question with a statement of possibility as it targets younger audiences and broadens its message of self-expression.
- On Tuesday, November 10, 2026, Maybelline New York unveiled a permanent evolution of its 35-year-old tagline, shifting from "Maybe she's born with it. Maybe it's Maybelline" to the declarative "MAYBE."
- Sandrine Jolly, Global Brand President of Maybelline, explained the previous jingle posed a question, while the new slogan is "not a doubt or hesitation anymore" but a statement of possibility for women.
- Maybelline Global Ambassador Miley Cyrus leads the campaign, embodying reinvention through distinct creative chapters. Cyrus said she thinks of "Maybe" as "all the doors being open," emphasizing creative self-expression.
- A 2026 European consumer study found 79% of people believe makeup helps them express themselves beyond appearance. This shift addresses modern consumer needs for confidence and self-expression across all ages.
- Launching under the platform "The Beauty of Infinite Possibility," Maybelline will expand the campaign in coming months through stories from inspiring women. The initiative encourages experimentation and celebrates creativity and self-expression.
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23 Articles
23 Articles
R.I.P. Maybelline's Brilliant 35-Year-Old Tagline
Maybelline New York is retiring its iconic slogan, “Maybe she’s born with it, maybe it’s Maybelline.” The brand is adding full stops after each “maybe” and changing the pronoun, turning the catchphrase into “Maybe. We’re born with it. Maybe. It’s Maybelline.”
·New York, United States
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Coverage Details
Total News Sources23
Leaning Left2Leaning Right1Center15Last UpdatedBias Distribution83% Center
Bias Distribution
- 83% of the sources are Center
83% Center
11%
C 83%
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