The change from She's to We're shifts the focus from an individual woman to a more representative and inclusive statement.
There is also a punctuation update with the commas with periods, to turn Maybe from a lingering question or doubt into a confident declaration of possibility.
Miley Cyrus fronts the campaign and reinterprets the brand's classic jingle as the global ambassador and new face of the brand.
Sandrine Jolly, Maybelline’s global brand president, says the brand wanted to take the ambiguity out of the original, and turn it instead into an optimistic declaration of confidence.
“Maybe” in this context acts as a synonym for possibility, Jolly says.
“In this sea of algorithms, of perfection, of always the same model of femininity, we are now in an era where women more and more want self-expression, to start with who they are,” she says. “That’s why moving from the question to the statement was very important.”
Despite its ubiquity in the collective advertising memory, Maybelline hasn’t used the full Maybe She’s Born With It slogan for some time.
In early 2016 the brand replaced it with Make It Happen to evoke empowerment and action, but in 2024 brought back just the phrase Maybe It’s Maybelline with a recomposed jingle.
On the Maybelline site, it states: Miley has moved through many creative chapters, making each one her own. Her story is a reminder that you can try something different and still stay true to yourself.
Miley is quoted: “Beauty has always been one of the ways I express where I am in my life. Every era has had its own sound, style and point of view, and makeup has helped me bring each one to life. I love that ‘Maybe.’ celebrates the freedom to keep experimenting, evolving and discovering new sides of yourself. There’s always another possibility to explore and another chapter to make your own.”
