Maybelline New York has reworked one of advertising's most recognisable taglines, bringing back its iconic 'Maybe' proposition with a new interpretation fronted by global brand ambassador, singer and actor, Miley Cyrus through a campaign comprising an ad film, 'Miley'.

First introduced in 1991, the beauty brand's tagline, 'Maybe she's born with it. Maybe it's Maybelline', has now been updated to 'Maybe. We're born with it. Maybe. It's Maybelline.'

According to the brand, replacing 'she's' with 'we're' broadens the message beyond an individual woman, while the addition of full stops turns what was once a question about beauty into a statement about individuality and self-expression.

The change marks the launch of Maybelline's global platform, 'The Beauty of Infinite Possibility', with Cyrus starring in the accompanying campaign film.

The film sees the singer-songwriter reflect on self-discovery, personal growth and the freedom to become who one aspires to be. She speaks about using joy as her compass when navigating expectations and uncertainty, while positioning creativity, music and dreaming as expressions of infinite possibility. The film also draws parallels with Cyrus' own journey of reinvention, with the singer's evolving artistic identity forming a central part of the narrative. The film highlights how makeup has accompanied different phases of her career, allowing her to experiment with different looks while retaining her individuality.

What we think about it: Maybelline's original tagline had tremendous brand recall and was instantly associated with the brand, making the need to change it questionable. While the film works well with Miley Cyrus, whose reinvention aligns with the campaign's message of self-expression, the original line arguably needed no reworking to remain relevant. The film resonates, but the tagline was already doing the job.

Maybelline said the change builds on its 110-year legacy of using makeup as a tool for self-expression. However, the revised tagline has sparked online debate, with consumers questioning the change and poking fun at its wording and punctuation.

Consumers have questioned the need to rework a slogan that has remained deeply embedded in popular culture for more than three decades, with some poking fun at the revised wording and its punctuation.

One social media user mocked the change, questioning the revised construction of the tagline on X.

Allure's editorial team also criticised the new wording, arguing that the original had a more memorable rhythm and clarity, while the punctuation in the revised version risks making it sound awkward or sarcastic.

After replacing the original tagline with 'Make It Happen' in 2016, Maybelline revived 'Maybe it's Maybelline' in 2024, followed by Cyrus reimagining its iconic jingle in 2025.