Maybelline has given one of advertising’s most recognisable beauty slogans a revamp, replacing its 35-year-old tagline with a message centred on collective confidence, self-expression and the freedom to change.
The cosmetics brand has reworked its long-running ‘Maybe she’s born with it. Maybe it’s Maybelline’ line, first introduced in 1991, into ‘Maybe. We’re born with it. Maybe. It’s Maybelline.’
The change has introduced Maybelline’s new global brand platform, ‘The Beauty of Infinite Possibility’, fronted by global ambassador Miley Cyrus.
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While the original slogan played on the idea that a woman’s beauty might be natural or the result of makeup, the updated version takes a broader approach. By replacing the ‘she’ with ‘we’, the message has shifted away from an individual idea, while the additional punctuation gives the ‘Maybe’ a more definitive role as a statement about possibility.
The move also reflects a wider shift in how beauty brands are talking to consumers.
For Maybelline, the challenge is to retain the recognition built around a slogan that has been part of its identity for more than three decades, while giving it a meaning that speaks to a new generation of consumers.
Cyrus has led the campaign in a 45-second film that explores the idea of reinvention. Drawing on the different musical styles, aesthetics and identities she has embraced throughout her career, the singer becomes the face of a platform built around the idea that personal identity need not be fixed.
“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. 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,” said Maybelline global brand president Sandrine Jolly.
“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,” said Cyrus.
Cyrus joined Maybelline as a global brand ambassador last year and previously recorded a new rendition of the brand’s signature jingle. Her involvement in the latest campaign extends that relationship, placing her own history and personal evolution alongside the brand’s updated positioning.
The campaign will roll out globally this month, with social media serving as its primary channel for 2026. Further activity is planned for 2027.
