American cosmetics brand Maybelline New York has announced a major change to one of the beauty industry’s most recognizable slogan.
The L’Oréal-slogan “Maybe She’s Born With It” tagline became a fixture of its advertising since 1991, but consumers in 2026 are applying makeup for different reasons.
The 35-year-old company said it’s changing to “Maybe. We’re Born With It. It’s Maybelline,” explaining that the company is moving away from its traditional message, which focused on an individual woman, towards more inclusive statement involving everyone.
Maybelline reported in 2024 that after the original tagline was introduced and even after it was retired in 2015 there was still a brand recall of 84%, holding a rank as one of the most recognizable taglines in consumer goods.
According to Glossy, consumer intelligence, found in 2025, the original tagline was the third most-mentioned on social media platforms in the past year, generating around 16,000 mentions. It fell behind Nike’s “Just Do It” and McDonald’s “I’m Lovin’ It.”
The company said it wanted women to be who they want to be, through the power of beauty and to carry different testimonials and to stop the algorithms that bring every woman towards the same caricatural type of beauty.
It also said makeup should not simply be about achieving a particular appearance but also discovering new ways of expressing oneself.
Maybelline Global Brand President Sandrine Jolly said the revised campaign builds on the company’s history will introduce a message that reflects the changing expectations of modern consumers.
The company hopes the new positioning would help connect with younger consumers while maintaining the recognition associated with its historic slogan.
