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On Nov. 10, 2026, Maybelline New York announced that its 1991 line “Maybe she’s born with it. Maybe it’s Maybelline.” is now “Maybe. We’re Born With It. Maybe. It’s Maybelline.” The change arrives with a global brand platform called “The Beauty of Infinite Possibility,” fronted by Global Brand Ambassador Miley Cyrus. This guide explains the Maybelline new slogan, why the brand says it changed, and which products Maybelline’s campaign page features, with where US shoppers can find them on Amazon.
Quick answer
- The new line is “Maybe. We’re Born With It. Maybe. It’s Maybelline.” Maybelline describes the change as permanent.
- Two edits matter: a period after “Maybe,” and “she’s” becomes “we’re.”
- Miley Cyrus is Maybelline’s Global Brand Ambassador, a paid brand partnership.
- Maybelline’s campaign page features six products, from Sky High mascara to Lifter Gloss.
- Opeau researched these products but has not tried them. All product claims below are Maybelline’s.
What Maybelline changed
The wording is almost the same, but the punctuation and one pronoun shift the meaning.
| Old (1991) | New (Nov. 10, 2026) |
|---|---|
| Maybe she’s born with it. Maybe it’s Maybelline. | Maybe. We’re born with it. Maybe. It’s Maybelline. |
Per the press release, “she’s” becomes “we’re,” which extends the meaning from one woman to all women. Coverage of the launch adds that the full stop after “Maybe” turns the word from a question into a statement of possibility.
Sandrine Jolly, Maybelline’s global brand president, told Marketing Brew that the old line carried an inherent “ambiguity” about whether beauty comes from the person or from the product. She said the new version lets the brand “talk to every woman in the world, not only to one model of femininity, not only to one woman,” and that it is “still about self-confidence.” In a statement carried by Marketing-Interactive, Jolly said makeup can be “a spark of curiosity in the everyday, a ‘what if?’ that becomes a ‘why not?'”
Marketing Brew, citing YouGov data, reports that the most common reason American women give for wearing makeup is a “confidence boost” (49%), with 26% citing self-expression. Reaction online has been mixed, with some cheers and some playful jabs.
Miley Cyrus’s role
Miley Cyrus is Maybelline’s Global Brand Ambassador, a paid brand partnership. Marketing-Interactive reports the relationship began in 2025, when she lent her voice to a re-recorded version of the brand’s jingle. Now she fronts “The Beauty of Infinite Possibility.”
Marketing Brew says she appears in a new 45-second spot in which she explains that “maybe” is a platform built on possibility, and that the spot will roll out mainly on social media. In the launch materials she says: “I believe infinite possibility is for everyone, and if you can dream it, you can create it.”
For her holiday look, see our guide to the Maybelline holiday makeup. This article focuses on the slogan and the core products instead.
What’s confirmed (and what isn’t)
| Claim | Status | Source (date) |
|---|---|---|
| New tagline wording, described as permanent | Confirmed | Maybelline press release (Nov. 10, 2026) |
| Original line introduced in 1991 | Confirmed | Maybelline press release (Nov. 10, 2026) |
| Miley Cyrus is Global Brand Ambassador and lent her voice to the jingle in 2025 | Confirmed | Press release; Marketing-Interactive (Nov. 2026) |
| Products the campaign spotlights | Confirmed | Maybelline campaign FAQ page (accessed Nov. 2026) |
| Whether Miley personally uses these exact products day to day | Not confirmed | No source we read says so |
| What the products will do for you | Not verified | Opeau has not tested them; results vary |
The products the campaign spotlights
Maybelline’s FAQ lists six products. Descriptions below are the brand’s, not Opeau’s.
Lash Sensational Sky High Washable Mascara
Maybelline describes it as delivering limitless length and full volume, with a Flex Tower brush and a bamboo extract formula. It suits anyone who wants a longer, fuller lash look in a washable formula.
Maybelline Lash Sensational Sky High Washable Mascara
Check price on Amazon
Instant Age Rewind Eraser Multi-Use Concealer
The brand calls it a multi-use concealer with a micro-cushion applicator, and says it offers up to 12 hours of hydrating, crease-resistant wear. It suits shoppers who like one concealer for several uses. Swatching the shade first helps.
Maybelline Instant Age Rewind Eraser Multi-Use Concealer
Check price on Amazon
Super Stay Matte Ink Liquid Lipstick
Maybelline says it gives up to 16 hours of saturated, transfer-resistant matte color, applied with a precision arrow applicator. It suits people who want a bold, long-wearing matte lip and don’t mind careful removal.
Maybelline Super Stay Matte Ink Liquid Lipstick
Check price on Amazon
Lifter Gloss Lip Gloss with Hyaluronic Acid
The brand describes it as a hydrating, high-shine, non-sticky gloss made with hyaluronic acid. It suits anyone who prefers a glossy finish over a matte one.
Maybelline Lifter Gloss Lip Gloss with Hyaluronic Acid
Check price on Amazon
Super Stay Teddy Tint
Maybelline’s campaign FAQ lists a serum lipstick, and its hero-product list names Super Stay Teddy Tint as a lightweight, conditioning, soft-matte option. It may suit those who want a softer finish than a full matte liquid. Listings vary by shade, so check the shade before buying.
Maybelline Super Stay Teddy Tint
Check price on Amazon
Great Lash Washable Mascara
Maybelline calls it “America’s favorite iconic lash-building formula,” volumizing and natural-looking. It suits people who want a classic, everyday look.
Maybelline Great Lash Washable Mascara
Check price on Amazon
Comparison table
| Product | What Maybelline says it does | Best for | Shop |
|---|---|---|---|
| Maybelline Lash Sensational Sky High Washable Mascara | Limitless length, full volume | Dramatic, buildable lashes | View on Amazon |
| Maybelline Instant Age Rewind Eraser Multi-Use Concealer | Hydrating, crease-resistant coverage up to 12 hours | One concealer, several uses | View on Amazon |
| Maybelline Super Stay Matte Ink Liquid Lipstick | Up to 16 hours of transfer-resistant matte color | Bold, long-wear lips | View on Amazon |
| Maybelline Lifter Gloss Lip Gloss with Hyaluronic Acid | Hydrating, high-shine, non-sticky gloss | A glossy finish | View on Amazon |
| Maybelline Super Stay Teddy Tint | Lightweight, conditioning, soft-matte serum lipstick | Softer everyday color | View on Amazon |
| Maybelline Great Lash Washable Mascara | Volumizing, natural-looking lash building | Classic everyday lashes | View on Amazon |
All six are generally drugstore-priced. Check the retailer for current pricing.
How to try the “new look, new mood” idea sensibly
Maybelline’s FAQ says there is “no one way” to wear makeup and encourages trying a shade or finish that feels right for you. A few practical habits help, none of them medical advice:
- Swatch first. Test a shade on your hand or jawline in daylight before you commit.
- Patch-test new products if you have sensitive skin or known allergies, and read the ingredient list.
- Change one thing at a time. A new lip color with your usual mascara makes it easier to see what you like.
- Remove long-wear lip color properly. Follow the product’s directions, and use a gentle makeup remover if the label suggests one.
- Replace mascara regularly and don’t share eye products.
More on Opeau
- Miley Cyrus and Maybelline holiday makeup
- Celebrity lip products under $30
- Zendaya red carpet makeup products
- Ariana Grande and r.e.m. beauty glossy balm
FAQ
What is Maybelline’s new slogan?
It is “Maybe. We’re Born With It. Maybe. It’s Maybelline.” It replaces the 1991 line “Maybe she’s born with it. Maybe it’s Maybelline.” Maybelline describes the change as permanent.
Why did Maybelline change it?
Per Sandrine Jolly, the old line was ambiguous and spoke to one woman. She said the new one addresses “all people who love makeup,” and the period makes “Maybe” a statement of possibility.
Is Miley Cyrus the face of Maybelline?
She is Maybelline’s Global Brand Ambassador, a paid role, and she fronts the new platform. She lent her voice to the re-recorded jingle in 2025.
What products are in the campaign?
Maybelline’s FAQ lists Sky High mascara, Instant Eraser concealer, Super Stay Matte Ink, Lifter Gloss, a serum lipstick, and Great Lash mascara.
Can you buy them on Amazon?
Maybelline products are generally sold on Amazon, and we link to listings above. Shades and availability vary, so confirm on the listing.
Does Opeau recommend them, or have you tried them?
No. We researched them from Maybelline’s materials and press coverage but have not tried them. We cannot say how they will work for you, and no source we read says Miley Cyrus uses them personally.
Sources
- Maybelline New York press release, PR Newswire (Nov. 10, 2026)
- Maybelline, “Maybe. We’re Born With It.” campaign page and FAQ (accessed Nov. 2026)
- Marketing Brew, “Why Maybelline updated its iconic ‘Maybe’ tagline” (Nov. 10, 2026)
- Marketing-Interactive, “After 35 years, Maybelline gives its iconic tagline a makeover” (Nov. 11, 2026)
Last updated: November 11, 2026. Written by the Opeau team, published by GENAZ PTE. LTD., Singapore. Maybelline and its tagline are trademarks of their owner. Prices and availability change; check the retailer before you buy.