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Maybelline New York's New Era of Beauty

In a bold move marking over three decades of its iconic slogan, Maybelline New York has redefined its classic tagline, inviting women worldwide to explore their limitless potential. The infamous phrase, first introduced in 1991, 'Maybe she's born with it', has now been transformed to speak to an evolving generation and a more inclusive and empowering message: 'Maybe. We’re born with it. Maybe. It's Maybelline.'

This change is accompanied by the launch of The Beauty of Infinite Possibility, a global brand platform that kicks off with Maybelline's Global Brand Ambassador, Miley Cyrus. The new slogan signifies more than just a change in marketing language; it’s a statement about women's beauty and the endless possibilities that lie within each of them.

The earlier formulation of the slogan, while aspirational, centered around whether beauty was an innate attribute. The revised 'Maybe.' flips the perspective, transforming questions into affirmations of potential and growth. The shift from 'she's' to 'we're' aesthetically broadens inclusivity, allowing the narrative to embrace all women. It highlights a key belief: beauty is increasingly defined by how it feels rather than how it looks. According to recent consumer research by McKinsey, slightly over half of consumers globally associate beauty with self-confidence rather than merely the desire to appear attractive or youthful.

Interestingly, 79% of participants in a 2026 European consumer study indicated that makeup serves a deeper purpose, bolstering confidence and aiding self-expression. This cultural shift illustrates makeup's role in reinforcing self-assurance, empowering women at every stage of life, and enabling them to discover new facets of their personalities.

Maybelline’s commitment to accessibility and innovation in makeup resonates through its history, dating back to the invention of modern mascara over a century ago. Rooted in New York City, the brand has continuously evolved alongside women, fostering experimentation and encouraging individuality. This new platform continues that legacy, positioning makeup as a vehicle for women to build confidence and express who they are today while exploring who they might become tomorrow.

As stated by Sandrine Jolly, Global Brand President at Maybelline, “At Maybelline, we believe that makeup can open doors to new ways of seeing ourselves, expressing who we are, and becoming who we want to be.” This philosophy captures the essence of curiosity and exploration inherent in makeup, where a simple question of 'What if?' can blossom into the resounding affirmation of 'Why not?'.

Miley Cyrus, the platinum-certified artist, embodies this notion of transformation and exploration through her own dynamic career. Serving as a fitting ambassador for the newly interpreted slogan, she reflects the idea of freedom in reinvention and artistic expression. From her early days in the industry to her multifaceted career today, Cyrus has navigated various creative avenues, with makeup consistently playing a pivotal role in expressing her evolving identity.

“MAYBE, means all doors are open,” says Cyrus. “Who you are is innate, but you can always become who you dreamed of being by staying true to yourself. I believe endless possibilities are open to everyone, and if you can dream it, you can create it.”

In the months to come, the platform will amplify stories of inspiring women from across different industries, shedding light on their unique insights regarding possibilities, reinvention, and the impact of makeup. Through these narratives, they will demonstrate how self-confidence and self-expression can pave pathways to new opportunities, inspiring others to find their true selves.

Launching globally this month, the platform will come alive through innovative products designed to foster experimentation and elevate creativity. The upcoming campaigns will celebrate self-expression, serving as catalysts for empowering women everywhere to discover the myriad possibilities that makeup can offer.

To explore more about this exciting brand platform, visit Maybelline's official website.

References:
1. McKinsey & Company, The Beauty Categories, Retail Channels, and Concepts that Will Shape Growth in 2030, referencing the McKinsey Global Beauty Consumer Survey 2025.
2. Cosmetics Europe, European Consumer Perception Study 2026.

About Maybelline New York

With roots in New York, Maybelline has always been synonymous with self-expression, accessibility, and cultural relevance. The brand has grown into the world's leading makeup line by redefining traditional beauty standards in alignment with consumers’ ever-changing lives. Positioned where cosmopolitan culture meets innovation and creativity, Maybelline continues to forge new pathways by daring to create what has yet to exist.