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Maybelline’s new slogan is woke nonsense — there’s no ‘maybe’ about it
Maybelline has changed its long-running slogan, “Maybe She’s Born With It. Maybe It’s Maybelline”, to “Maybe. We’re Born With It. Maybe. It’s Maybelline.” The opinion article criticises the change as confusing and argues that replacing “She” with “We” and altering the punctuation weakens a familiar line; the debate matters because it reflects how brands try to signal inclusion while preserving what audiences recognise.
Maybelline’s global brand president, Sandrine Jolly, said “maybe” now expresses possibility, and that the evolution reflects what women need today. The article cites a 2025 study placing the original slogan behind “Just Do It” and “I’m Lovin’ It” in social media repetition, alongside criticism from a marketing expert and Allure writer Elizabeth Gulino. It also compares the rebrand with changes at Bud Light, Jaguar and Victoria’s Secret, which the author characterises as failures.
In short
- Maybelline has replaced its decades-old slogan.
- The new wording changes “She” to “We”.
- Critics say the revision loses the original’s rhythm and clarity.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Maybelline can reasonably argue that changing “She” to “We” makes the slogan more collective and inclusive, while giving “maybe” a renewed sense of possibility. Updating a familiar line may also help the brand speak to women’s current experiences and regain attention in a crowded market.
The case against
Critics can reasonably argue that the new wording and punctuation make a crisp, memorable slogan harder to understand and repeat. Because the original line was widely recognised, changing it risks weakening valuable brand equity, and inclusion messaging may ring hollow if the change feels driven more by fashion than by a clear purpose.