For the first time since the slogan was introduced in 1991, Maybelline is adjusting it “in the direction of what women need today,” said global president Sandrine Jolly.
The cosmetics brand, which debuted its “Maybe She’s Born With It. Maybe It’s Maybelline” slogan in 1991 with a Finish Matte commercial featuring supermodel Christy Turlington, is unveiling a modernized version with the help of global brand ambassador Miley Cyrus.
The reimagined slogan swaps “she” with “we” and adds a full stop after each “maybe,” making it: “Maybe. We’re Born With It. Maybe. It’s Maybelline.”
“The [previous] jingle was giving ambiguity — it was more of a question,” said Sandrine Jolly, global brand president of Maybelline. “The ‘maybe’ is not a doubt or hesitation anymore: ‘maybe,’ period, is a statement of possibility, and that is what we want to be for women. We believe the evolution of this brand statement is going in the direction of what women need today.”
Maybelline New York is the largest makeup brand in the world, known for bestselling franchises like its Lash Sensational Sky High mascara, Fit Me complexion products and Super Stay Matte Ink lipsticks, the latter of which sells every 10 seconds. It is owned by L’Oréal, which is the largest beauty conglomerate in the world.
In 2024, Maybelline reported that even 30-plus years after “Maybe It’s Maybelline” was introduced — and despite having been retired since 2015 — the tagline still had a brand recall of 84 percent, holding rank as one of the most recognizable taglines in consumer goods.
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