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Maybelline New York has updated its tagline for the first time in 35 years, changing “Maybe she’s born with it. Maybe it’s Maybelline” to “Maybe. We’re born with it. Maybe. It’s Maybelline.” The revision introduces the brand’s global platform, “The Beauty of Infinite Possibility,” fronted by ambassador Miley Cyrus.
Maybelline New York has revised its tagline for the first time in 35 years, replacing “Maybe she’s born with it. Maybe it’s Maybelline” with “Maybe. We’re born with it. Maybe. It’s Maybelline.” The L’Oréal-owned cosmetics brand is using the new wording to launch its global platform, “The Beauty of Infinite Possibility,” featuring brand ambassador Miley Cyrus.
The change updates both the pronoun and punctuation in a slogan Maybelline introduced in 1991. The wording shifts from “she” to “we,” while full stops after “Maybe” turn the phrase into two declarations. The brand says the revised line is intended to retain the familiar tagline while giving its central idea a broader interpretation.
Sandrine Jolly, Maybelline New York’s global brand president, told Cosmetics Business that the move from “she” to “we” is “small in language but incredibly meaningful.” She described “we” as speaking to every woman, rather than one woman, and said the platform invites women to explore and express themselves.
The campaign is fronted by Miley Cyrus, who is identified in the report as a Maybelline New York brand ambassador. The source report does not provide campaign dates, markets, media placements or details about the rollout beyond its link to the new global platform.
A Broader Meaning for the Tagline
The revision matters because it changes the audience implied by one of Maybelline’s best-known brand lines. Where the original spoke about “she,” the updated version uses “we”, a shift Jolly says is meant to make the message more inclusive. That is the company’s stated intention; the available report does not offer consumer research showing how audiences have responded.
Maybelline also links the wording to a view of beauty centered less on a fixed ideal and more on self-expression and reinvention. The campaign gives the brand a way to communicate that positioning through a familiar slogan instead of discarding it. For consumers, the immediate change is in the phrase and associated platform; the report does not describe any change to products or services.
The new platform’s title, “The Beauty of Infinite Possibility,” frames the updated line as a statement about potential. Jolly said the punctuation is intentional: in her explanation, “Maybe” becomes a confident declaration rather than a question. Those descriptions represent the brand’s positioning, not an independently measured effect of the campaign.
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From 1991 Slogan to New Platform
Maybelline introduced “Maybe she’s born with it. Maybe it’s Maybelline” in 1991. The source report describes it as one of the beauty industry’s most recognisable taglines over the past three decades. The new wording is presented as its first update in 35 years, preserving the repeated “Maybe” and the brand name while changing the intervening language and punctuation.
The update accompanies a broader brand platform, rather than being reported as a standalone advertising line. Maybelline says that platform reflects how women see beauty today, with greater emphasis on individual expression and the ability to reinvent oneself at different ages. The report attributes this rationale to the company but does not provide further research, campaign materials or a detailed account of how the platform will appear across markets.
““The change from ‘she’ to ‘we’ is small in language but incredibly meaningful – ‘she’ was one woman. ‘We’ is every woman.””
— Sandrine Jolly, global brand president of Maybelline New York
Campaign Reach and Response
The source report does not specify when the campaign will appear, which countries or channels are included, or whether the tagline will be used in all Maybelline markets. It also gives no information on campaign spending, audience research or early consumer response. The brand’s description of the line as inclusive and reflective of current views on beauty is its stated rationale; evidence of how audiences interpret the change is not provided.
It is also unclear whether the revised wording will replace the original in every use or sit alongside it in particular campaigns. No product changes are reported as part of the announcement.
Details Expected in the Rollout
The next developments to watch are the campaign’s market-by-market rollout and how Maybelline uses the new platform in advertising featuring Cyrus. The available report does not give a launch schedule or name specific campaign channels, so those details cannot yet be confirmed. Further brand materials or campaign appearances may clarify the scope of the update and whether the original wording remains in use in some settings.
Key Questions
What is Maybelline’s updated tagline?
The new wording is “Maybe. We’re born with it. Maybe. It’s Maybelline.” It replaces “Maybe she’s born with it. Maybe it’s Maybelline.”
Why did Maybelline change “she” to “we”?
Global brand president Sandrine Jolly told Cosmetics Business that “she” referred to one woman, while “we” is intended to speak to every woman. This is the brand’s stated rationale for the change.
When was the original tagline introduced?
Maybelline introduced “Maybe she’s born with it. Maybe it’s Maybelline” in 1991, according to the source report.
Who appears in the new campaign?
Miley Cyrus fronts the campaign for Maybelline New York’s global platform, “The Beauty of Infinite Possibility.”
When and where will the new campaign run?
The source report does not provide a launch date, specific markets or advertising channels. Those rollout details remain unclear.
Source: cosmeticsbusiness.com
