Maybelline New York introduces a new version of its signature tagline, with global brand ambassador Miley Cyrus leading the campaign. The beauty brand has updated the slogan that first appeared in 1991, changing “Maybe she’s born with it. Maybe it’s Maybelline” to “Maybe. We’re born with it. Maybe. It’s Maybelline.” The revision accompanies the launch of The Beauty of Infinite Possibility, a global platform that explores confidence, self-expression and the freedom to pursue different possibilities through makeup.
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The updated wording introduces a broader perspective to one of Maybelline’s most recognizable phrases. By replacing “she’s” with “we’re,” the brand shifts its message toward a collective understanding of beauty. The additional periods give “Maybe.” an independent meaning, turning the familiar opening word into an expression of possibility. Maybelline hopes the new language will encourage women to consider the different directions their lives and identities can take.
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The campaign builds on Maybelline’s history, which stretches back more than 110 years to the development of modern mascara. Throughout that time, the company has connected its products with changing approaches to beauty and personal expression. Its latest platform places greater emphasis on the choices women make about their appearance and the confidence that can accompany those decisions.
Sandrine Jolly, Global Brand President of Maybelline, explains the thinking behind the change. “At Maybelline, we believe makeup can open doors to new ways of seeing ourselves, expressing who we are and becoming who we want to be,” she says.
Jolly describes makeup as a way to encourage curiosity and experimentation in everyday life. The company wants women at different stages of their lives to explore new possibilities through their appearance, using beauty products to express their personalities and changing interests.
Miley Cyrus takes a central role in introducing the updated message. The multi-platinum recording artist became the voice of Maybelline’s original tagline last year and now returns to communicate its new direction. Her career, which has included numerous creative transformations, provides a personal reference point for the campaign’s focus on change and individuality.
Makeup has accompanied different periods of Cyrus’s career, allowing her to experiment with her appearance while maintaining her individual perspective. Maybelline identifies that willingness to explore different looks and creative directions as an important connection between the artist and its new platform.
“I think of ‘Maybe.’ as all the doors being open,” Cyrus explains. “Who you are is something you’re born with, but you can always become something that you’ve dreamt of being by staying true to yourself.” Cyrus also emphasizes the importance of imagination and personal ambition, expressing her belief that everyone has the potential to pursue ideas and possibilities that initially seem distant.
Maybelline plans to develop The Beauty of Infinite Possibility through additional campaigns and collaborations in the coming months. The platform will feature women from music and other fields, inviting them to share personal experiences involving confidence, change and self-expression.
These stories will introduce different perspectives on how women approach their identities and ambitions. Maybelline intends to use their experiences to encourage audiences to consider their own possibilities and the role beauty can play in personal experimentation.
The global rollout begins this month and will continue through product innovations, creative collaborations and new campaign initiatives. With Cyrus introducing its revised tagline, Maybelline establishes a new direction for a slogan that has remained closely associated with the brand since 1991.
