After 35 years, Maybelline gives its iconic tagline a makeover

Maybelline New York is giving its iconic tagline a makeover after more than three decades, reimagining "Maybe she's born with it. Maybe it's Maybelline" to reflect a broader message of confidence, individuality and self-expression.

First introduced in 1991, the tagline has been permanently updated to "Maybe. We're born with it. Maybe. It's Maybelline", marking the launch of the beauty brand's new global platform, "The beauty of infinite possibility", fronted by global brand ambassador Miley Cyrus.

The refresh shifts the focus from an individual woman's beauty to the possibilities available to all women. By replacing "she's" with "we're", Maybelline aims to make its messaging more inclusive, while the addition of a full stop after "Maybe" reframes the word from a question into a statement of possibility.

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According to the brand, the change reflects evolving perceptions of beauty, with consumers increasingly associating makeup with confidence and self-expression rather than physical appearance alone.

Citing research from McKinsey, Maybelline noted that just over half of consumers globally associate beauty with feeling confident, compared with approximately 26% who link it to looking attractive to others or maintaining a youthful appearance. Meanwhile, a 2026 European consumer study found that 79% of respondents believe makeup goes beyond appearance, helping them feel confident and express themselves.

The new platform builds on Maybelline's heritage of making makeup accessible, positioning beauty products as tools for experimentation and personal reinvention.

Cyrus, who lent her voice to Maybelline's original tagline in 2025, returns to introduce its updated meaning. The campaign draws on the singer's career and evolving public image, highlighting her ability to embrace different creative identities through music, fashion and makeup.

Her involvement also reinforces the platform's emphasis on reinvention, with Maybelline drawing parallels between Cyrus' changing artistic eras and the freedom for women to explore different versions of themselves.

Rolling out globally this month, "The beauty of infinite possibility" will expand through product innovations, collaborations and campaigns centred on creativity and self-expression. Maybelline also plans to feature women from music and other fields, sharing personal stories of confidence, reinvention and possibility.

Speaking on the refreshed positioning, Sandrine Jolly, global brand president of Maybelline, said the evolution builds on the brand's longstanding philosophy of empowering women through makeup.

"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," said Jolly.

"With 'Maybe.', we're building on our legacy and inviting women everywhere, at every stage of life, to explore the possibilities within them. Makeup can be a spark of curiosity in the everyday, a 'what if?' that becomes a 'why not?', and a reflection of the freedom, confidence and self-expression at the heart of our beauty philosophy."

Meanwhile, Cyrus said the updated tagline represents the freedom to explore new possibilities without losing one's individuality.

"I think of 'Maybe.' as all the doors being open. 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. I believe infinite possibility is for everyone, and if you can dream it, you can create it," she said.

The latest campaign builds on Maybelline's partnership with Cyrus, which began in 2025 when the beauty brand appointed the singer as its global spokesperson. The appointment saw Cyrus front a campaign that reimagined the iconic "Maybe it's Maybelline" jingle, bringing together music and beauty to highlight the brand's focus on self-expression.

The campaign featured a short music video showing Cyrus walking into a photoshoot, applying mascara and recording the revamped jingle in a studio. Reflecting on the partnership, Cyrus said she grew up singing the Maybelline jingle and imagining herself on screen, adding that beauty is fluid and confidence can take many forms.

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