One of beauty's most iconic taglines is evolving.
Maybelline New York is upgrading its slogan to be more inclusive, from "Maybe she’s born with it. Maybe it’s Maybelline" to "Maybe. We’re born with it. Maybe. It’s Maybelline."
According to Retail Dive, the original version launched in 1991 and became a staple in the company's marketing.
The outlet reported that it has been retired and revitalized over the years, most recently in 2024 for social media.
The tagline change is part of the 110-year-old makeup giant's latest "The Beauty of Infinite Possibility" campaign and platform, featuring Grammy-award-winning musician Miley Cyrus, "reimagining 'Maybe.' as a statement of possibility and expanding the sentiment to all women," per a news release.
Miley debuts catchphrase in new commercial
In
the commercial, which launched on Tuesday, Nov. 10, Cyrus, who also serves as Maybelline's global brand ambassador, talks about authenticity and becoming oneself.
"I think of 'Maybe' as all the doors being open, knowing that the sky really is the limit," she says. "Maybe' is music, 'Maybe' is creativity, 'Maybe' is dreaming."
She then closes the ad with the new catchphrase. Maybelline Global Brand President Sandrine Jolly told The Wall Street Journal why it fits the digital-focused beauty landscape.
“In this sea of algorithms, of perfection, of always the same model of femininity, we are now in an era where women more and more want self-expression, to start with who they are," Jolly stated. “That’s why moving from the question to the statement was very important."
Taylor Ardrey is a news reporter for USA TODAY. You can reach her at tardrey@usatodayco.com.
This article originally appeared on USA TODAY: Maybelline revises iconic 'maybe' tagline to be more inclusive
