Maybelline New York Revamps Iconic Slogan for a New Era of Empowerment

Maybelline New York, the world's leading makeup brand, has recently unveiled an evolution of its famous slogan that has reverberated through the beauty industry for over three decades. Originally introduced in 1991, the tagline “Maybe she’s born with it, maybe it’s Maybelline” has been reimagined to celebrate women's infinite possibilities by simply stating “Maybe.” This transformation marks a significant shift, turning a question into a powerful affirmation of potential for all women.

The new slogan is part of a global branding initiative titled “The Beauty of Infinite Possibility,” which will be launched with the help of Maybelline’s global ambassador, the renowned pop artist Miley Cyrus. The revamped tagline invites women to embrace their possibilities, empowering them to explore their diverse identities through makeup—their personal canvas for self-expression. The shift from focusing on one woman to including all women fosters a collective sense of empowerment and encouragement.

For Maybelline, this new direction reflects a natural progression of its legacy. The brand, which has played a pivotal role in making high-performance makeup accessible worldwide for over a century, recognizes that beauty is increasingly about how it makes individuals feel, rather than simply about appearance. According to a recent McKinsey study, over 50% of consumers define beauty as feeling confident, compared to about 26% who associate it with being attractive to others or maintaining a youthful appearance. Moreover, a survey conducted in 2026 revealed that 79% of European consumers believe makeup transcends physical looks, acting as a tool for self-confidence and expression.

These insights reveal the vital role makeup plays in empowering women to embrace self-expression and explore their identities at any stage of life. Maybelline’s commitment to advancing this narrative is evident as it continues to celebrate individuality, experimentation, and personal freedom through its offerings.

As Sandrine Jolly, Global Brand President of Maybelline, stated, “At Maybelline, we believe that makeup can open doors to new ways to see ourselves, express who we are, and become who we want to be.” This ethos invites women from all walks of life to explore the possibilities within, rekindling that spirit of curiosity and prompting a shift from “What if...?” to “Why not?”

The campaign aligns seamlessly with Miley Cyrus’ artistic journey, characterized by her ability to reinvent herself without being confined to a singular identity. Having previously lent her voice to Maybelline's iconic slogan, Cyrus now plays a crucial role in conveying the meaning of “Maybe,” emphasizing the limitless potential that each woman holds. Her message resonates profoundly: “I believe that ‘Maybe’ represents having all doors open. Your essence is something you are born with, but you can always be what you’ve dreamed of, staying true to yourself.”

In the forthcoming months, the “Beauty of Infinite Possibility” platform will expand with inspiring stories from women across various industries, demonstrating how confidence and self-expression can lead to new opportunities. These narratives will highlight that beauty exists in the journey of self-discovery, encouraging others to explore who they aspire to become.

As the initiative rolls out globally this month, it will be complemented by innovative products designed to inspire experimentation, alongside campaigns that celebrate creativity and individuality. Maybelline's new initiative is poised to redefine beauty standards and foster a sense of community among women. To learn more about this exciting evolution, visit Maybelline’s official site.

References

1. McKinsey & Company, From aisle to algorithm: The beauty categories, channels, and concepts shaping 2030 growth (2026).
2. Cosmetics Europe, European Consumer Perception Study 2026.