Maybe. The brand’s onto something. Maybe. It’s a mistake.
“The [previous] jingle was giving ambiguity—it was more of a question,” Sandrine Jolly, global brand president of Maybelline, told WWD. “The ‘maybe’ is not a doubt or hesitation anymore: ‘maybe,’ period, is a statement of possibility, and that is what we want to be for women. We believe the evolution of this brand statement is going in the direction of what women need today.” Maybe. The brand’s onto something. Maybe. It’s a mistake.
Maybelline’s campaign surrounding this new era stars Miley Cyrus, who joined the brand as a global ambassador in 2025. She weighs in on the “maybe” of it all in the campaign’s video: “I think of ‘Maybe.’ as all the doors being open. Who you are is something you’re born with, but you can always become something that you’ve dreamt of being by staying true to yourself. I believe infinite possibility is for everyone, and if you can dream it, you can create it.”
I don’t really know what that means! (But, as one colleague mused, “easy for a millionaire to say.”) I do know that Maybelline’s slogan was so good. Great, even. It had cemented itself in the Mount Rushmore of beauty taglines, right next to “easy, breezy, beautiful” and “because you’re worth it.” What’s the point in messing with a perfectly structured catchphrase?
