Wire report
Maybe it’s a new tagline. Maybe it’s more punctuation. Maybelline’s 35-year-old slogan has an update
First introduced in 1991, ‘Maybe she’s born with it’ is out the door – but is the new slogan a glow-up? Alyx, I hear a certain makeup brand has updated its tagline. Why is this a big deal? The jingle that has been burned into the minds of women around the world since its Christy Turlington-helmed debut in 1991, “Maybe she’s born with it, maybe it’s Maybelline”, has received what has being described as a “modernisation”. In a new campaign with Miley Cyrus, the “she’s” will be replaced with “we’re”, which both changes the observer’s perspective to something a little more self-directed and makes it more inclusive. But it’s a punctuation change that is raising eyebrows. Continue reading...
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First introduced in 1991, ‘Maybe she’s born with it’ is out the door – but is the new slogan a glow-up? Alyx, I hear a certain makeup brand has updated its tagline. Why is this a big deal? The jingle that has been burned into the minds of women around the world since its Christy Turlington-helmed debut in 1991, “Maybe she’s born with it, maybe it’s Maybelline”, has received what has being described as a “modernisation”. In a new campaign with Miley Cyrus, the “she’s” will be replaced with “we’re”, which both changes the observer’s perspective to something a little more self-directed and makes it more inclusive. But it’s a punctuation change that is raising eyebrows. Continue reading...
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What happened
According to The Guardian’s source item, Maybe it’s a new tagline. Maybe it’s more punctuation. Maybelline’s 35-year-old slogan has an update, First introduced in 1991, ‘Maybe she’s born with it’ is out the door – but is the new slogan a glow-up? Alyx, I hear a certain makeup brand has updated its tagline. Why is this a big deal? The jingle that has been burned into the minds of women around the world since its Christy Turlington-helmed debut in 1991, “Maybe she’s born with it, maybe it’s Maybelline”, has received what has being described as a “modernisation”. In a new campaign with Miley Cyrus, the “she’s” will be replaced with “we’re”, which both changes the observer’s perspective to something a little more self-directed and makes it more inclusive. But it’s a punctuation change that is raising eyebrows. Continue reading…
Context
The development sits in VINI’s Global file for readers following international affairs, institutions, conflict, diplomacy, economics, and cross-border consequences. The original report is linked so readers can check the source account, follow later updates, and compare new coverage against the first published record. The source item is dated 2026-11-10T23:40:42+00:00.
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Open questions include whether primary sources issue follow-up statements, whether local or market impacts become clearer, and whether additional reporting changes the timeline or adds material context.
Source
Primary source: Maybe it’s a new tagline. Maybe it’s more punctuation. Maybelline’s 35-year-old slogan has an update via The Guardian. VINI cites and links the source; it does not reproduce the publisher’s full article text without rights clearance.
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Source links
- Maybe it’s a new tagline. Maybe it’s more punctuation. Maybelline’s 35-year-old slogan has an updateThe Guardian - 2026-11-10T23:40:42+00:00
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