Maybelline Refreshes Its 35-Year-old Slogan With Miley Cyrus
WHO:
The Guardian - Maybelline New York is the makeup brand behind the slogan.
The Guardian - Miley Cyrus is featured in Maybelline’s new campaign.
The Guardian - Sandrine Jolly is Maybelline New York’s global brand president.
The Guardian - Christy Turlington led the campaign in which the slogan debuted.
Inc - Miley Cyrus is associated with Maybelline’s updated slogan.
The Guardian - WWD published comments about the slogan and received public responses on its Instagram post.
WHAT:
The Guardian - Maybelline changed its slogan from “Maybe she’s born with it, maybe it’s Maybelline” to “Maybe. We’re born with it. Maybe. It’s Maybelline.”
The Guardian - The update replaces “she’s” with “we’re” and changes a comma to full stops.
Inc - Maybelline updated its slogan in a campaign with Miley Cyrus; the article says fans were already mocking the change.
The Guardian - One commenter on WWD’s Instagram post wrote, “Running to the comments to find the other Virgos with an eye twitching at these misplaced periods.”
The Guardian - Another response described the punctuation as “Terrible grammatical choices.”
The Guardian - Jolly said the previous jingle “was giving ambiguity – it was more of a question”; she said the new “maybe” is “not a doubt or a hesitation any more” and that “‘Maybe’, period, is a statement of possibility.”
WHERE:
The Guardian - The public responses cited in the article appeared on WWD’s Instagram post.
WHEN:
The Guardian - The slogan debuted in 1991, making it 35 years old according to the article.
Inc - The article describes the slogan as Maybelline’s “35-Year-Old” tagline and identifies it as the brand’s 1991 slogan.
WHY:
The Guardian - Maybelline said the change makes the wording more self-directed and inclusive by shifting from “she” to “we.”
The Guardian - Jolly said the brand wants “Maybe” to express possibility rather than doubt or hesitation.
HOW:
The Guardian - Maybelline modernized the slogan by changing its pronoun and punctuation.
The Guardian - Jolly explained the punctuation as making “Maybe” a standalone statement: “‘Maybe’, period, is a statement of possibility.”
(UPDATED November 11, 2026 02:05 UTC)
Maybelline has updated its iconic slogan, replacing “she” with “we” and adding periods. The brand says the change makes its message more inclusive and expresses possibility, not doubt. Miley Cyrus fronts the campaign, while some commenters criticized the slogan’s punctuation online.