Maybelline New York has updated its ‘Maybe it’s Maybelline’ tagline for the first time in 35 years, reimagining it for “a new era”.
The L’Oréal-owned make-up giant has updated its tagline from ‘Maybe she’s born with it. Maybe it’s Maybelline’ to ‘Maybe. We’re born with it. Maybe. It’s Maybelline’.
The updated tagline marks the launch of Maybelline New York’s new global brand platform, The Beauty of Infinite Possibility, which is fronted by Brand Ambassador Miley Cyrus.
Maybelline New York first introduced ‘Maybe she’s born with it. Maybe it’s Maybelline’ in 1991, and it has gone on to become one of beauty's most recognisable taglines over the past three decades.
Sandrine Jolly, Global Brand President of Maybelline New York, told Cosmetics Business this update makes the tagline’s ‘Maybe’ meaning more explicit.
“The change from ‘she’ to ‘we’ is small in language but incredibly meaningful – ‘she’ was one woman. ‘We’ is every woman,” said Jolly.
“It is an invitation for every woman to explore, express herself and discover who she wants to be. Every woman’s ‘Maybe.’ is her own, but we are all born with it.
“‘Maybe.’ means possibility, and it is the expression we will carry into the next chapter of our brand.
“We were not looking to replace something so iconic, but to consider how we could thoughtfully evolve it while preserving what generations of consumers know and love about Maybelline.”
Jolly said the introduction of the period is equally intentional, “transforming ‘Maybe’ from a question into a confident declaration”, she adds.
“‘Maybe.’ is not uncertainty. It is optimism, the ‘what if?’ that becomes a ‘why not?’”
Singer Miley Cyrus stars in Maybelline New York's new campaign
The thought process behind updating Maybelline New York’s tagline
Maybelline New York said this “next chapter” of its tagline reflects how women see beauty today, less about meeting a fixed ideal, and more about self-expression and reinvention at every age.
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