Maybelline New York Introduces a Fresh Take on Its Iconic Slogan for a New Era
In a significant shift that marks over three decades of branding evolution, Maybelline New York has reimagined one of the most recognizable slogans in the beauty industry. The iconic slogan, "Maybe she's born with it. Maybe it's Maybelline," first introduced in 1991, is now transformed into a more inclusive and affirming statement: "Maybe. We're born with it. Maybe. It's Maybelline."
Launched alongside Maybelline Global Brand Ambassador Miley Cyrus, this slogan aims to celebrate the boundless potential residing within every woman. The newly revised phrase emphasizes possibility by transitioning from a singular focus on 'she's' to a collective 'we're,' effectively making it an inclusive invitation to women everywhere to embrace their individuality and the infinite opportunities that makeup can unlock.
Today's concept of beauty increasingly revolves around the feelings it evokes rather than merely appearances. A significant shift in consumer perception indicates that more than half of global consumers associate beauty with self-confidence, while only 26% connect it to external validation or the pursuit of youthfulness. A 2026 European study highlights that 79% of consumers believe makeup transcends appearances, acting as a catalyst for self-expression and confidence.
For Maybelline, this evolution is a natural extension of its heritage. With a legacy that dates back over 110 years, which includes the development of modern mascara, the brand has consistently sought to make high-performance makeup accessible to women across the globe. Maybelline’s roots in New York, a city renowned for its constant reinvention, mirror the brand's commitment to celebrating experimentation, individuality, and the freedom to express oneself.
Sandrine Jolly, Global Brand President of Maybelline, comments, "We believe makeup has the power to open doors, allowing us to see ourselves in new ways and express who we truly are. With 'Maybe,' we draw on our heritage and encourage women at every stage of their lives to explore the possibilities within themselves. Makeup can spark curiosity and transform 'What if?' into 'Why not?'."
The new slogan initially debuted with Miley Cyrus, known for her platinum albums and vibrant persona, which perfectly embodies the essence of exploring limitless possibilities without being confined to a single identity. Having previously lent her voice to the campaign, Cyrus now plays a crucial role in presenting its renewed meaning, reflecting her own journey of creative reinvention.
Cyrus states, "I see the word 'Maybe.' as an open door to all possibilities. Who you are is innate, but you can always become what you’ve dreamed of while staying true to yourself. Infinite possibilities are for everyone, and if you can dream it, you can create it."
In the months ahead, this platform will continue to evolve through stories shared by inspiring women from the music industry and beyond, each bringing their unique perspectives on possibility, reinvention, and the transformative power of makeup. These narratives will reveal how self-confidence and self-expression can pave the way to new opportunities, motivating others to discover who they aspire to become.
Launched globally this month, the campaign will come alive with innovative products designed to inspire creativity and self-expression. Through collaborations and campaigns that celebrate their artistry, Maybelline encourages women everywhere to embrace their unique beauty. For more information on this vibrant rebranding initiative, visit www.maybelline.com/maybe-were-born-with-it.
1. McKinsey & Company, From aisle to algorithm: The beauty categories, channels, and concepts shaping 2030 growth (2026), citing the global McKinsey study on beauty product consumers 2025.
2. Cosmetics Europe, European Consumer Perception Study 2026, p. 14. Available at: cosmeticseurope.eu/wp-content/uploads/2026/06/Consumer-Perception-Study-2026-Beauty-and-Beyond.pdf
Based in New York, Maybelline has long championed self-expression, accessibility, and cultural relevance. From the invention of modern mascara to becoming the world’s number one makeup brand, we have established a reputation of authority and trust by redefining beauty norms to suit the lifestyle of our consumers. Straddling the intersection of cosmopolitan culture, beauty trends, innovation, and creativity, we continue to open new perspectives by daring to create what has not yet existed. Source: Euromonitor International Limited, Beauty and Personal Care 2026 Edition, retail value, RSP, all retail channels, 2011-2025 data.
Launched alongside Maybelline Global Brand Ambassador Miley Cyrus, this slogan aims to celebrate the boundless potential residing within every woman. The newly revised phrase emphasizes possibility by transitioning from a singular focus on 'she's' to a collective 'we're,' effectively making it an inclusive invitation to women everywhere to embrace their individuality and the infinite opportunities that makeup can unlock.
Today's concept of beauty increasingly revolves around the feelings it evokes rather than merely appearances. A significant shift in consumer perception indicates that more than half of global consumers associate beauty with self-confidence, while only 26% connect it to external validation or the pursuit of youthfulness. A 2026 European study highlights that 79% of consumers believe makeup transcends appearances, acting as a catalyst for self-expression and confidence.
For Maybelline, this evolution is a natural extension of its heritage. With a legacy that dates back over 110 years, which includes the development of modern mascara, the brand has consistently sought to make high-performance makeup accessible to women across the globe. Maybelline’s roots in New York, a city renowned for its constant reinvention, mirror the brand's commitment to celebrating experimentation, individuality, and the freedom to express oneself.
Sandrine Jolly, Global Brand President of Maybelline, comments, "We believe makeup has the power to open doors, allowing us to see ourselves in new ways and express who we truly are. With 'Maybe,' we draw on our heritage and encourage women at every stage of their lives to explore the possibilities within themselves. Makeup can spark curiosity and transform 'What if?' into 'Why not?'."
The new slogan initially debuted with Miley Cyrus, known for her platinum albums and vibrant persona, which perfectly embodies the essence of exploring limitless possibilities without being confined to a single identity. Having previously lent her voice to the campaign, Cyrus now plays a crucial role in presenting its renewed meaning, reflecting her own journey of creative reinvention.
Cyrus states, "I see the word 'Maybe.' as an open door to all possibilities. Who you are is innate, but you can always become what you’ve dreamed of while staying true to yourself. Infinite possibilities are for everyone, and if you can dream it, you can create it."
In the months ahead, this platform will continue to evolve through stories shared by inspiring women from the music industry and beyond, each bringing their unique perspectives on possibility, reinvention, and the transformative power of makeup. These narratives will reveal how self-confidence and self-expression can pave the way to new opportunities, motivating others to discover who they aspire to become.
Launched globally this month, the campaign will come alive with innovative products designed to inspire creativity and self-expression. Through collaborations and campaigns that celebrate their artistry, Maybelline encourages women everywhere to embrace their unique beauty. For more information on this vibrant rebranding initiative, visit www.maybelline.com/maybe-were-born-with-it.
References
1. McKinsey & Company, From aisle to algorithm: The beauty categories, channels, and concepts shaping 2030 growth (2026), citing the global McKinsey study on beauty product consumers 2025.
2. Cosmetics Europe, European Consumer Perception Study 2026, p. 14. Available at: cosmeticseurope.eu/wp-content/uploads/2026/06/Consumer-Perception-Study-2026-Beauty-and-Beyond.pdf
About Maybelline New York
Based in New York, Maybelline has long championed self-expression, accessibility, and cultural relevance. From the invention of modern mascara to becoming the world’s number one makeup brand, we have established a reputation of authority and trust by redefining beauty norms to suit the lifestyle of our consumers. Straddling the intersection of cosmopolitan culture, beauty trends, innovation, and creativity, we continue to open new perspectives by daring to create what has not yet existed. Source: Euromonitor International Limited, Beauty and Personal Care 2026 Edition, retail value, RSP, all retail channels, 2011-2025 data.
Topics Consumer Products & Retail）
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