Maybelline woke-ifies its iconic jingle with first major change in 35 years — and fans aren’t buying it

Maybelline has changed its long-running slogan from “Maybe she’s born with it. Maybe it’s Maybelline” to “Maybe. We’re born with it. Maybe. It’s Maybelline.” Announced alongside Miley Cyrus becoming the brand’s global ambassador, the revision is intended to present makeup as a source of confidence and self-expression, rather than focusing only on appearance.

The company says the added full stops turn a question into a declaration of possibility, and the shift to “we’re” broadens the invitation to women. Some social media users criticised the wording as confusing or called it “woke”, while others welcomed its message and Cyrus’s appointment. Maybelline cited research in which just over half of global consumers linked beauty with confidence, and 79% of respondents in a 2026 European study said makeup helps them feel confident and expressive.