# Maybelline’s new slogan is woke nonsense — there’s no ‘maybe’ about it

- URL: https://talkfuse.com/story/maybellines-new-slogan-is-woke-nonsense-theres-no-maybe-about-it/
- Published: 2026-11-12T22:46:09+00:00
- Updated: 2026-11-12T23:25:45+00:00
- Original publisher: New York Post (publisher lean: Right)
- Original article: https://nypost.com/2026/11/12/opinion/maybellines-new-slogan-is-woke-nonsense/
- Topics: World

## Key points

- 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.

## Summary

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.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.