Maybe, we’re over it.
Maybelline has just revamped its iconic tagline after over three decades. The “Maybe she’s born with it. Maybe it’s Maybelline” jingle has been stuck in the heads of TV watchers and makeup wearers since the ’90s — but customers will need to memorize a new, slightly more confusing one.
Along with the announcement of its new global brand ambassador, Miley Cyrus, the makeup brand dropped a new tagline — “Maybe. We’re born with it. Maybe. It’s Maybelline.”
The change from “she’s” to “we’re” — and the extra period — is what has been updated for those who find the switch puzzling. The beauty company said the new line is now “an optimistic invitation for every woman to explore the possibilities within her through the confidence and freedom of self-expression that makeup can inspire,” the company said in a press release.
The brand also said the single periods between the words now “transforms a question into a declaration of infinite possibility.” But fans aren’t buying it.
Consumers are trashing the more than 110-year-old beauty brand, calling the new tagline confusing and woke.
One user on X wrote, “WOKE 3.0 – we’re so back,” thinking the improved slogan was about inclusivity rather than the “infinite possibility” of what it means to be a woman.
Another X user commented on the grammar, “Why are there so many periods? It looks like a damn typo.”
The company said in a press release that the change is meant to redefine how makeup makes people feel, not just how they look. The brand pointed to a study from McKinsey where just over half of consumers globally revealed beauty means feeling confident.
In a 2026 European consumer study, 79% said makeup goes beyond appearance, allowing consumers to feel confident and expressive.
“Together, these findings reflect the role makeup can play in building confidence, encouraging self-expression and giving women the freedom to explore different sides of themselves, at every age,” the statement said.
While X was flooded with negative comments, others liked the switch and its new youthful ambassador.
“Love the evolution! Beauty comes in every shade, shape, and form. Everyone deserves to feel beautiful, confident, and represented. A powerful message for a new generation,” a user wrote on the platform.
Another commented on the addition of Cyrus to the Maybelline brand writing, “Always has been the most supportive celebrity!! I love her so much.”
Regardless of whether fans love it, one thing is clear: Maybelline’s new tagline is going to take some getting used to. Maybe. Just maybe.
