Maybelline New York is resurrecting the pop culture phenomenon, “Maybe It’s Maybelline,” with a modern spin on the jingle.

The latest brand campaign features Maybelline New York’s trendsetting global brand ambassadors, Gigi Hadid, Storm Reid, Peggy Gou and Shay Mitchell. Through the revived melody, the brand says it aims to convey and embody the brand’s energy and values using the power of sound.

“’Maybe It’s Maybelline’ is an iconic anthem that has defined beauty for generations, achieving an astounding 84% brand recall,” said Trisha Ayyagari, global brand president for Maybelline New York. “Our jingle captures the essence of who we are as a brand, embodying self-confidence, authenticity, and empowerment. It has transcended pop culture conversations, decade after decade, and we are thrilled to reintroduce a fun and modernized version to a new generation of cultural innovators.”

The Sound of a Generation

First appearing in a 1991 commercial for Finish Matte, the timeless jingle has been a staple of the brand and the sound of a generation for makeup enthusiasts for over 30 years. Establishing product superiority in three simple, yet impactful words since its debut, “Maybe It’s Maybelline” will take on a whole new meaning with this modern remake, further cementing the brand’s legacy in the beauty industry and cultural conversation, officials say.

Created in partnership with sonic branding agency, Sixième Son and creative agency, Gotham, Maybelline New York’s new creative campaign will unveil the refreshed brand melody, capturing the essence of New York City while playing into the city’s dynamic energy and distinctive sounds. With a driving beat that illustrates the power of New York City and chords that uplift and empower, the jingle underscores Maybelline’s long-standing tradition of making memories and shaping culture.

“Sound has the power to influence how we see the world, evoke emotion and spark connections,” said Michael Boumendil, president, Sixième Son. “With the new ‘Maybe it’s Maybelline’ jingle we set out to do all three, creating a melody that represented the energy of New York and the self-confidence and vitality that Maybelline prides itself on while paying homage to the original jingle from the 90’s. Together with Gotham, we fused both sound and visual creative to showcase, in three powerful seconds, the lasting impact Maybelline has within culture.”

You can hear the original jingle at the end of this 1997 TV commercial: