Maybelline Redefines ‘Maybe’ in a Refresh of Its Classic Catchphrase

Maybelline New York has officially updated its iconic advertising slogan after more than three decades, according to coverage from 10TV, Yahoo, ADWEEK, WWD, and The Wall Street Journal all publishing on November 10, 2026. The cosmetics brand is removing the word "she" from the long-standing tagline "Maybe she's born with it, maybe it's Maybelline," effectively redefining the word "maybe" itself as the new focal point. WWD secured an exclusive on the announcement, while ADWEEK frames the rewrite as a strategic move to resonate with Gen Z consumers. The Wall Street Journal headlines the change as Maybelline redefining "maybe" in a refresh of its classic catchphrase, and 10TV notes the removal of "she" specifically after more than 30 years of use.

The coverage emphasizes the historical weight of the original tagline, which has served as Maybelline's primary brand identifier for 35 years since its introduction in the early 1990s. ADWEEK highlights the generational marketing rationale behind the shift, positioning the refresh as a deliberate effort to modernize the brand's messaging for younger demographics. WWD's exclusive treatment suggests the company granted detailed access to the reasoning and rollout plans, while the simultaneous publication across trade publications like ADWEEK and WWD alongside mainstream outlets like WSJ and 10TV indicates a coordinated global announcement strategy. Yahoo's brief headline mirrors the wire-service distribution of the news.

Contextually, the original "Maybe she's born with it" slogan became one of the most recognized taglines in beauty advertising history, anchoring Maybelline New York's positioning as an accessible, mass-market cosmetics leader. The phrase entered popular culture as a shorthand for effortless beauty and was closely tied to the brand's identity through decades of television, print, and digital campaigns. The decision to alter such a deeply embedded brand asset reflects broader industry pressures on legacy beauty companies to demonstrate inclusivity and relevance amid shifting consumer expectations around gendered language and representation. Gen Z's purchasing influence and media consumption habits have accelerated brand overhauls across the cosmetics sector.

What to watch next includes the full rollout of the new tagline across Maybelline's advertising channels, packaging, and social media presence, as well as any accompanying campaign creative that WWD's exclusive may have previewed. Coverage does not yet specify the exact replacement phrasing beyond the removal of "she," nor does it detail the timeline for phasing out the old tagline in existing marketing materials. Consumer reaction on social platforms and any sales impact data will likely follow in subsequent reporting. The brand's parent company, L'Oréal, has not been quoted in the current coverage regarding the strategic decision.