Maybelline New York launches The Beauty of Infinite Possibility with Miley Cyrus, rewriting its 1991 tagline for all women

Key Takeaways

• Maybelline New York has permanently changed its tagline "Maybe she's born with it. Maybe it's Maybelline." to "Maybe. We're born with it. Maybe. It's Maybelline." after 35 years.

• The new wording launches The Beauty of Infinite Possibility, a global brand platform fronted by Maybelline Global Brand Ambassador Miley Cyrus.

• The change swaps "she's" for "we're" and turns "maybe" from a question into a statement, so the line speaks to all women and their freedom to become whoever they want.

• The platform was announced on 10 November 2026 and rolls out globally this month, with more details available at maybelline.com/maybe-were-born-with-it.

Maybelline New York has rewritten one of the best known lines in beauty advertising, swapping its 1991 tagline "Maybe she's born with it. Maybe it's Maybelline." for "Maybe. We're born with it. Maybe. It's Maybelline." as the opening move of a new global platform called The Beauty of Infinite Possibility. The brand announced the permanent evolution of the tagline on 10th November 2026, with Global Brand Ambassador Miley Cyrus fronting the work and a rollout planned worldwide during the same month.

The edit looks tiny on paper, since it amounts to two full stops and one pronoun, but those changes alter what the line has always quietly asked. The original version put a single woman under the spotlight and invited viewers to wonder whether her looks were natural or the result of a mascara wand, whereas the new version replaces "she's" with "we're" and lets "Maybe." stand on its own as a statement of possibility. Adweek framed the shift as Maybelline rewriting its 35-year-old tagline for Gen Z, describing a move away from curiosity about one woman's beauty and toward makeup as a tool for self-determination and personal change, so the brand feels more hopeful and inclusive for women of all ages, especially younger audiences.

Maybelline New York turns "maybe" into a statement with The Beauty of Infinite Possibility and Miley Cyrus

The new tagline is the anchor of The Beauty of Infinite Possibility, which Maybelline describes as a global brand platform that will grow through stories from women working in music and other fields, as well as through product innovations, collaborations and campaigns built around experimentation and self-expression. In the release, Sandrine Jolly, Global Brand President, Maybelline, explained the thinking by saying that "At Maybelline, we believe makeup can open doors to new ways of seeing ourselves" and adding that "Makeup can be a spark of curiosity in the everyday, a 'what if?' that becomes a 'why not?'" Her description of the platform is one that invites women "to explore the possibilities within them," which is a far cry from the old line's guessing game about where a particular face came from.

Miley Cyrus, who voiced the brand's jingle last year, gives the new punctuation its personal reading, describing "Maybe." as meaning all the doors being open while arguing that who you are is something you are born with and that you can still become what you have dreamt of by staying true to yourself. "I believe infinite possibility is for everyone, and if you can dream it, you can create it," she said, which neatly sums up why the brand swapped a single "she" for a collective "we". The release also states that the platform will come to life through product launches that encourage people to try new looks, which ties a fairly philosophical change of wording back to the products that Maybelline needs people to buy.

Maybelline supports the change with research rather than relying on the slogan alone, pointing to a 2026 McKinsey report, drawing on its 2025 Global Beauty Consumer Survey, which found that just over half of consumers globally say beauty means feeling confident while about 26% associate it with looking attractive to others or looking young. The brand also cites the 2026 European Consumer Perception Study from Cosmetics Europe, in which 79% of respondents say makeup goes beyond appearance by helping them feel confident and express themselves.

Maybelline's tagline evolution follows its 2024 jingle revival and Miley Cyrus becoming global face in 2025

The rewrite is the latest step in a slow rehabilitation of the brand's most famous sound, because the line debuted in 1991 and was retired in 2015 in favour of "Make It Happen" before Maybelline brought it back as a social media jingle in September 2024. That revival launched on TikTok with a melody from sonic branding agency Sixième Son and a campaign from Gotham, the creative agency behind the original, while ambassadors Gigi Hadid, Storm Reid, Peggy Gou and Shay Mitchell riffed on the "maybe it's" idea in an ad styled as a group video call. At the time, Trisha Ayyagari, then Global Brand President for Maybelline New York, said, "Our jingle captures the essence of who we are as a brand, embodying self-confidence, authenticity, and empowerment," and she noted that the tagline still enjoyed 84% brand recall more than three decades after it first aired.

A year later, the brand went further when it named Miley Cyrus its global spokesperson and had her reimagine the jingle in a campaign that rolled out across TV, digital, social and in store from September 2025, with Cyrus also fronting launches including Sky High mascara. "I remember singing the Maybelline jingle as a kid and imagining it was me on the screen," she said then, while Sandrine Jolly, Global Brand President, Maybelline New York, said "She brings a deeply personal lens to beauty that is expressive and emotional." Having spent two years proving that people still remember and enjoy the tune, Maybelline is now changing the words people sing along to, which is a more permanent decision than any remix.

The approach mirrors the thinking behind Aunt Bessie's replacing its batter-stirring cook logo with a younger, open-armed Aunt Bessie, where a heritage brand updates a much loved asset for younger shoppers while keeping enough of the original that loyal fans still recognise it. Maybelline, which describes itself as the world's No. 1 makeup brand and says it invented the modern mascara more than 110 years ago, has kept the rhythm, the word "maybe" and its own name in exactly the same places, so the line still scans as the jingle everyone knows even though its meaning has moved from judgement about one woman to permission for everyone.

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