Maybelline changes its iconic “Maybe she’s born with it” tagline.

When you hear the word “Maybelline”, what jingle immediately worms its way into your mind?

If you’re a woman who’s ever watched TV or perused a cosmetics aisle before, I’d bet my Great Lash Mascara it’d be: http://www.mamamia.com.au/maybellines-new-tagline/

“Maybe she’s born with it. Maybe it’s Maybelline.”

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It’s iconic. It makes me think of those glossy advertisements on the busy streets of New York City where some glamorous woman stares straight down the lens as she confidently utters those famous words.

As far as taglines go, it’s as ubiquitous as Nike’s “Just Do It” or L’Oreal’s “Because you’re worth it.”

And it’s now gone. Done. See ya later, alligator.

As of January 2016, Maybelline are operating under a new, dare I say fresh,motto:

“Make It Happen.” Make. It. Happen.

So authoritative. So direct.

No more of this passive “maybe” stuff; Maybelline is getting shit done, people.

The Glow contacted the beauty brand to ask about its new direction. Sjaan Lawson, Maybelline New York’s Marketing Manager, said it’s all about inspiring modern women to express themselves.

“There are no more maybes, women today are not content to just take life as it comes. ‘Make it happen’ is about empowering women to define their own beauty, express their own it factor and make things happen,” she explained.