Maybelline Rewrites Its 35-Year-Old Tagline for Gen Z

Maybelline launches “The Beauty of Infinite Possibility” on Nov. 10, led by global ambassador Miley Cyrus, as it reshapes a 35-year-old jingle for Gen Z.

What changes in the famous jingle?

Maybelline is adapting the line from a question into a declarative statement (a direct assertion rather than a question). The original, “Maybe she’s born with it. Maybe it’s Maybelline,” asks about the source of one woman’s beauty. Maybelline introduced the jingle 35 years ago, and it has become one of the most recognizable in brand advertising.

For Maybelline, the mechanism moves the brand away from beauty as a fixed inheritance and toward beauty as an active form of personal choice and reinvention. Maybelline wants the campaign to feel more relevant, hopeful and inclusive for women of all ages. The company places particular emphasis on younger consumers. Under its new brand platform (the organizing campaign idea), Maybelline links makeup to four outcomes:

• Creativity
• Confidence
• Self-expression
• Reinvention

In practical terms, Maybelline turns a recognizable jingle into a broader promise about creative possibility.

Who is the platform for?

Maybelline is building the campaign for two audiences at once: Gen Z and existing loyal consumers. The company also frames the message around women of all ages, with younger consumers receiving the clearest emphasis. For Maybelline, this dual focus offers a way to update a 35-year-old brand asset for younger consumers while retaining a relevant message for established buyers.

For Maybelline, the line now has a mixed job. It must give younger consumers a reason to care while preserving the reassurance built into the product claim. Maybelline says the advertisement will assure consumers that its products will work for them. That answer matters because “maybe” originally left open whether the beauty came naturally or from the brand.

What role does Miley Cyrus play?

Miley Cyrus serves as Maybelline’s global ambassador (the campaign’s named celebrity representative) and appears in the new advertisement. Maybelline wants the commercial to reassure consumers that Maybelline products will work for them.

For Maybelline, the updated jingle therefore has to move beyond the old question while still answering the practical product concern embedded in its original wording. Maybelline positions Cyrus as the campaign’s human link between the four stated benefits and the people the brand wants to reach. The advertisement must make those benefits credible without losing the product reassurance promised to loyal users.

How does “infinite possibility” work?

Maybelline’s four outcomes widen the frame from one woman’s beauty to the different ways consumers can use makeup to shape how they present themselves creatively.

“The Beauty of Infinite Possibility” makes that expansion explicit. The platform title presents possibility as broad and open-ended, while the familiar jingle remains a recognizable entry point. The campaign does not replace the old asset so much as recast its central idea.

What should marketers watch?

For Gen Z, Maybelline has chosen relevance, hope and inclusion as the stated reasons to reconsider the brand. For loyal consumers, Maybelline is offering continuity through reassurance about product performance. The revised line gives both groups a common structure: a direct claim about possibility rather than a question about origin.

The strategic test is whether Maybelline can make its 35-year-old jingle carry a materially wider meaning without weakening its familiarity. Maybelline’s outcome will depend on whether the new declarative statement feels credible to younger consumers and still reassuring to loyal consumers within the existing brand relationship. Maybelline has set Nov. 10 as the date that transition begins.