TL;DR
Get beauty and skincare favorites delivered free with Prime
- Fast, free delivery on millions of items
- Prime Video, Amazon Music and more included
- Member-only deals all year
Maybelline New York has revised its tagline, changing “Maybe she’s born with it. Maybe it’s Maybelline” to “Maybe. We’re born with it. Maybe. It’s Maybelline.” The update, the first in 35 years, launches the brand’s global platform The Beauty of Infinite Possibility, fronted by Miley Cyrus.
Maybelline New York has updated its tagline for the first time in 35 years, replacing “Maybe she’s born with it. Maybe it’s Maybelline” with “Maybe. We’re born with it. Maybe. It’s Maybelline.” The L’Oréal-owned cosmetics brand is introducing the revised wording with its new global platform, The Beauty of Infinite Possibility, fronted by brand ambassador Miley Cyrus.
The new version changes the pronoun from “she” to “we” and places a full stop after each “Maybe.” Maybelline says the update is intended to preserve the familiarity of the longstanding slogan while giving its language a broader, more collective meaning. The brand first introduced the original tagline in 1991.
Sandrine Jolly, Maybelline New York’s global brand president, told Cosmetics Business that the pronoun change is “small in language but incredibly meaningful.” She explained: “‘She’ was one woman. ‘We’ is every woman.” Jolly described the new wording as an invitation for women to explore and express themselves, while saying each person’s “Maybe” can mean something different.
The punctuation is also deliberate, according to Jolly. She said the full stop turns “Maybe” from a question into what the brand sees as a confident declaration. The campaign features singer and Maybelline brand ambassador Miley Cyrus. The supplied report does not provide details on the campaign’s media schedule, markets or specific products.
A Familiar Slogan, Broader Pronoun
The change updates one of Maybelline’s most recognizable pieces of brand language without discarding its central phrase. Shifting from “she” to “we” recasts the line as collective rather than focused on a single woman, while the punctuation gives the word “Maybe” a more declarative presentation.
For consumers, the announcement signals how the company wants its advertising to speak about beauty: Maybelline says the platform reflects a view centered less on meeting a fixed ideal and more on self-expression and reinvention at different ages. That is the brand’s stated positioning; the announcement does not establish how audiences will respond or whether the campaign will change purchasing behavior.
The revision also gives the company a new message to use across its global brand platform while retaining a phrase generations of customers may recognize. Its practical reach will depend on how the campaign is rolled out in different markets, details not included in the source report.
Popular right now
De'Longhi Rivelia Automatic Espresso Machine with Grinder and Milk Frother, Beige
Samsung 48 4K OLED Smart TV (2026) with WireLogic 8ft Ultra High Speed HDMI Cable
Dyson Airwrap i.d. Multi-Styler for Straight and Wavy Hair
As an affiliate, we earn on qualifying purchases.
From the 1991 Original to a New Platform
Maybelline introduced “Maybe she’s born with it. Maybe it’s Maybelline” in 1991. The brand’s current update preserves the repeated “Maybe” and the reference to Maybelline, but changes the first line’s subject and punctuation. The company and its brand president characterize this as an evolution of the original, not a wholesale replacement.
The new wording is tied to The Beauty of Infinite Possibility, which Maybelline describes as a global brand platform. The source report identifies Miley Cyrus as the campaign’s front-facing ambassador but gives no further information about other campaign participants, creative materials or how the platform will be adapted across markets.
““The change from ‘she’ to ‘we’ is small in language but incredibly meaningful – ‘she’ was one woman. ‘We’ is every woman.””
— Sandrine Jolly, global brand president of Maybelline New York, speaking to Cosmetics Business
Campaign Rollout Details Remain Unknown
The source report does not specify when or where the campaign will appear, how quickly the revised line will replace the older version in advertising, or whether all markets will use the same wording. It also provides no information about campaign spending, consumer research or sales targets.
Maybelline’s description of the update as a reflection of how women see beauty today is the company’s stated rationale, not evidence that all audiences share that view. Audience response and commercial impact remain unknown.
Watch for the Global Campaign
The immediate next development is the rollout of Maybelline’s The Beauty of Infinite Possibility platform, with Miley Cyrus fronting the campaign. The announcement identifies it as global, but does not give dates, channels or a market-by-market schedule.
Further campaign materials or statements from Maybelline may clarify how the new tagline will be used and whether the brand plans additional activity around it. Until those details are released, the confirmed change is the wording itself and its association with the new platform.
Key Questions
What is Maybelline’s updated tagline?
It is “Maybe. We’re born with it. Maybe. It’s Maybelline.” The previous wording was “Maybe she’s born with it. Maybe it’s Maybelline.”
When did Maybelline first introduce the original tagline?
Maybelline introduced the original line in 1991, according to the source report.
Why did Maybelline change “she” to “we”?
Global brand president Sandrine Jolly said the shift broadens the line from one woman to women collectively. She described the revision as an invitation to explore and express oneself.
Who is featured in the new campaign?
Miley Cyrus, identified by Maybelline as a brand ambassador, fronts the new campaign.
When will the updated campaign appear?
The source report does not give a campaign start date, media schedule or market-by-market rollout. Maybelline says the tagline accompanies a new global platform.
Source: cosmeticsbusiness.com
