Maybelline debuts new tagline with Miley Cyrus

2026-11-11

Maybelline updated its iconic 35-year-old tagline, "Maybe she's born with it. Maybe it's Maybelline," to "Maybe. We're born with it. Maybe. It's Maybelline." The rebranding, which includes a new "The Beauty of Infinite Possibility" platform, aims to resonate with Generation Z and emphasize themes of creativity, confidence and self-expression. The campaign features global ambassador Miley Cyrus and the brand will work with other artists as the campaign continues into 2027.

AAF SmartBrief

Designed specifically for advertisers, agencies and media companies, AAF SmartBrief is a free, daily email newsletter. By providing the latest need-to-know industry news and information AAF SmartBrief saves you time and keeps you smart.

SUBSCRIBE