MAYBE. WE’RE BORN WITH IT.
Welcome to the beauty of infinite possibility.
MAYBE. IS IN OUR DNA.
For more than 110 years, Maybelline has made high-performance makeup accessible. As the world’s No. 1 makeup brand*, we offer products, tips and inspiration to help everyone experiment, express themselves and explore what’s next at every stage of life.
MAYBE. WE'RE BORN WITH IT
The beauty of infinite possibility.
We are all born with it
We are all born with the potential to become anyone we choose.
Beauty as Self-Expression
Self-exploration is the journey to who you want to become.
Makeup Powers Reinvention
Makeup is the tool for reinvention and personal empowerment.
MILEY CYRUS - Maybelline Global Ambassador
Miley has moved through many creative chapters, making each one her own.
Her story is a reminder that you can try something different and still stay true to yourself.
“Beauty has always been one of the ways I express where I am in my life. Every era has had its own sound, style and point of view, and makeup has helped me bring each one to life. I love that ‘Maybe.’ celebrates the freedom to keep experimenting, evolving and discovering new sides of yourself. There’s always another possibility to explore and another chapter to make your own.” – Miley Cyrus
Maybe. It Starts Here.
Explore new looks, try something different and see where your next Maybe takes you.
Lash Sensational Sky High
Full volume and limitless length for lashes that carry every performance.
“Sky High is really good for performances or when I want extra length.” – Miley Cyrus
Get the Look: To get Miley’s stage gaze, wiggle the Flex Tower brush at the lash base and sweep upward. Add an extra coat on the outer corners for an elongated, open-eye wing effect without clumping.
Más información
SUPER STAY MATTE INK
36+ shades with up to 16H wear that stays put without compromise.
“Super Stay Matte Ink is so important during performances. I don’t have to touch up.” – Miley Cyrus
Get the Look: Make every statement count with rich, high-impact color that stays vibrant through every performance, every reinvention, and every new beginning.
INSTANT ERASER CONCEALER
Instantly conceal, contour and correct for 12H of moisturizing, crease-resistant coverage in one easy step.
“Makeup is all about expression and experimenting with different looks.” – Miley Cyrus
Get the Look: Start with a fresh canvas for self-expression. Brighten, conceal, and define for a naturally radiant look that lets your individuality shine through.
Unlock the Possibilities.
Top picks to fuel your self-expression.
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About Maybelline New York
Rooted in New York, Maybelline has always stood for self-expression, accessibility, and cultural relevance. From inventing modern mascara to becoming the No. 1 makeup brand in the world*, we have built global authority and trust by redefining traditional beauty standards in step with women’s lives. We continue to open new possibilities by daring to invent what does not yet exist.
- Century long Makeup Heritage: Founded in 1915 with the breakthrough invention of modern cake mascara, the brand has spent more than a century unlocking runway trends, cosmetic artistry, and formulation science for everyday wear.
- Skin-First Formulation Authority: High-performance formulas are engineered with caring, skin-loving ingredients like Hyaluronic Acid, Collagen, and hydrating botanical extracts to deliver long-lasting, day-to-night endurance that supports women through every stage of life.
- True Color Mastery: Diverse complexion and color ranges are crafted specifically for warm, cool, and neutral undertones, ensuring rich, true-to-skin pigment payoff and seamless matching across every skin tone.
- Simplified, Intuitive Coaching: Acting as an accessible makeup coach, the brand pairs step-by-step beauty education and digital shade-matching tools with fast application hacks, removing intimidating jargon and gatekeeping.
- Purpose Beyond Product: Active global support fuels free, confidential 1:1 mental health crisis resources through Maybelline Brave Together alongside dedicated sustainable packaging and greener sourcing commitments through Conscious Together.
*Source Euromonitor International Limited: Beauty and Personal Care 2026ed, retail value, RSP, all retail channels, 2011-2025 data.
Frequently asked questions
What does Maybelline stand for?
Making beauty accessible.
Maybelline believes high-performance makeup shouldn't be exclusive, every formula is designed to deliver real results at a price and format anyone can reach.
What does "Maybe." mean?
What does “Maybe. We’re born with it. Maybe. It’s Maybelline.” mean?
How does Maybelline celebrate self-expression through makeup?
Maybelline breaks away from rigid beauty standards by acting as an intuitive makeup coach.
By delivering high-performance formulas, inclusive shade ranges, and accessible beauty hacks, Maybelline empowers individuals to express every version of themselves with authentic confidence.
What role does makeup play in Maybelline’s new campaign?
In the new campaign, each talent shares a personal story of how they use makeup to self-express and reinvent themselves, with music as the thread connecting every story.
How can makeup help me express myself?
What products are featured in Maybelline’s new campaign?
The campaign spotlights a lineup of high-performance icons designed for day-to-night wear:
- Lash Sensational Sky High Mascara: Limitless length and full volume infused with Bamboo Extract.
- Instant Eraser Concealer: Multi-use cushion-tip concealer with up to 12H of hydrating, crease-resistant wear.
- Super Stay Matte Ink Liquid Lipstick: Up to 16H of saturated, transfer-proof matte color.
- Lifter Gloss Lip Gloss: Formulated with hyaluronic acid for lasting hydration and fuller looking lips.
- Maybelline Serum Lipstick: Comfortable, pigmented lipstick. 8H plumping moisture.
- Great Lash Washable Mascara: Volumizing Natural-Looking Mascara
What are Maybelline's hero products?
The Hero Icons:
- Lash Sensational Sky High Mascara: Delivers limitless, full-fan length and volume from every angle with its flexible Flex Tower brush and bamboo extract formula.
- Instant Age Rewind Eraser Concealer: The ultimate multi-use powerhouse. Featuring a micro-cushion applicator and infused with hydrating Goji Berry, it effortlessly brightens, contours, and revives tired-looking skin.
- Super Stay Matte Ink Liquid Lipstick: Up to 16H of saturated, transfer-proof matte color with a precision arrow applicator for intense, all-day wear.
The Everyday Cult Favorites
- Lifter Gloss: Formulated with Hyaluronic Acid to visibly smooth and plump lips with a high-shine, non-sticky finish.
- Super Stay Teddy Tint Serum Lipstick: Lightweight, conditioning moisture meets soft-matte, plush color that feels weightless on the lips.
- Great Lash Mascara: America's favorite iconic lash-building formula for clean, buildable definition that never clumps.
How does Maybelline combine self-expression with product performance?
Maybelline delivers Affordable Performance by engineering premium, multi-use products at an accessible value.
Formulas feature long-wear benefits (like up to 16H transfer resistance) and skin-loving ingredients like Hyaluronic Acid and Bamboo Extract, ensuring vibrant self-expression lasts effortlessly from day to night.
What results can I expect from Sky High Mascara?
Lash Sensational Sky High lengthens and lifts lashes for a dramatic, buildable look, durable enough to hold up through performances, long days, and everything in between.
What is Instant Eraser Concealer used for?
Instant Eraser concealer is designed to reset your base instantly, the tool that lets you rebuild or reinvent a look from a clean slate.
What makes Super Stay Matte Ink different?
Super Stay Matte Ink is a long-wear, high-pigment lip color built to stay put for hours, so you can stay in the moment without thinking about touch-ups.