Maybe It Shouldn’t Have Changed the Slogan

The longtime slogan "Maybe she's born with it. Maybe it's Maybelline" is being replaced with revised language intended to be more inclusive, according to AOL.com's reporting on the change. Retail Insider notes the update includes a video component as part of the rollout, while bestmediainfo.com specifies the 35-year tenure of the original tagline. Inc.com reports that singer and actress Miley Cyrus is featured in connection with the new campaign, and that fan reaction on social media has been swift and largely negative, with users mocking the replacement slogan.

The four outlets emphasize slightly different angles of the same announcement. Retail Insider frames the move as a strategic global brand repositioning with supporting video assets. bestmediainfo.com provides the historical context of the tagline's 35-year run. Inc.com leads with the celebrity attachment and the immediate consumer backlash, highlighting social media mockery. AOL.com centers the inclusivity rationale behind the wording change. Together, the coverage establishes that this is a coordinated global launch across multiple channels rather than a regional test.

The decision to retire it after 35 years signals a significant strategic pivot for the L'Oréal-owned brand as it navigates shifting consumer expectations around gendered language and inclusivity in beauty marketing. Miley Cyrus's involvement continues Maybelline's pattern of high-profile celebrity ambassadors, though the coverage does not specify the terms or duration of her partnership.

What to watch next includes the full rollout of the new tagline across Maybelline's global markets and advertising channels, the specific wording of the replacement slogan which coverage references but does not uniformly quote, and whether the early social media backlash reported by Inc.com affects the campaign's trajectory or prompts any brand response. The coverage does not yet specify the exact new tagline text, the full scope of the video assets mentioned by Retail Insider, or any sales or brand sentiment targets attached to the repositioning.