Staff Reports
Maybelline has quietly tossed aside one of the most famous taglines in advertising and replaced it with a punctuation-heavy, gender-neutral jumble that marketing executives call an “evolution.” The new slogan — “Maybe. We’re Born With It. Maybe. It’s Maybelline.” — is meant to be inclusive, according to Global Brand President Sandrine Jolly. But a lot of customers see it as confusing, unnecessary, and proof that brand teams are chasing ideology instead of beauty.
The change and the explanation from Maybelline
Maybelline’s updated tagline swaps out “Maybe She’s Born With It. Maybe It’s Maybelline.” for a version that removes “She,” adds extra “maybes,” and puts new emphasis on possibility. Sandrine Jolly says the “maybe” is “not a doubt or hesitation anymore — ‘maybe,’ period, is a statement of possibility,” and that the brand wants to reflect what “women need today.” Miley Cyrus, one of the brand’s ambassadors, echoed the sentiment by talking about identity and becoming what you dream of. Translation: punctuation equals progress, apparently.
What fans and critics are saying
Reaction has been swift. Social media users and marketing observers mocked the punctuation and asked whether shoppers really care about inclusivity expressed through extra periods. Fashion and beauty writers who loved the original slogan warn the new line kills the rhythm and the wink that made it memorable. Others point to recent high-profile misfires in rebranding and diversity-driven campaigns — examples that show consumers can punish brands that appear to prioritize ideology over product and clarity.
Why this rebrand is likely to backfire
There are three simple reasons this new Maybelline slogan is a bad idea. First, it muddies a classic brand identity that worked for decades: the original phrasing was short, clever, and stuck in people’s heads. Second, it substitutes clarity with ambiguity and corporate-speak, turning a catchy advertising hook into a grammar puzzle. Third, it risks alienating core customers by signaling that the company is focused more on ticking ideological boxes than on the mascara and foundation that actually make them money. Brands win by selling good products and clear messages — not by reworking beloved slogans into marketing riddles.
The bottom line
If Maybelline wants respect and profits, it should remember why people buy cosmetics: to look and feel better, not to parse pronouns and periods. Smart marketing trusts the customer, not the catechism of the latest campus buzzword. There’s nothing wrong with being inclusive, but when inclusion becomes clumsy punctuation and a confusing new slogan, the brand loses more than it gains. Maybelline can fix this easily: bring back what worked, sell the products, and leave the ideological theater to someone else.
