‘Maybe It’s Maybelline’ Named Most Recognisable Beauty Jingle

Research conducted by Opinion Matters has identified Maybelline’s iconic jingle, ‘Maybe you’re born with it… Maybe It’s Maybelline’ as the most recognisable beauty jingle in the UK and the tenth most recognisable overall, ranking fifth among millennials. ‘Go Compare, Go Compare’ holds the top spot for the most recognisable jingle, followed by ‘Just one Cornetto, give it to me’, and ‘We buy any car, dot com’ in third place.

This news coincides with the relaunch of Maybelline New York’s famous 1990s jingle, remixed for a new campaign developed in collaboration with sonic branding agency Sixième Son and creative agency Gotham. Drawing inspiration from New York City, the jingle features a dynamic beat and uplifting chords to reflect the city’s vibrant energy.

“‘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 of 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 modernised version to a new generation of cultural innovators.”

Michaël Boumendil, Creative Director at Sixième Son and the sound expert behind the updated jingle, is known for his work with major global brands including Samsung, Cartier, L’Oréal Groupe, and Huggies. Boumendil notes, “Sound has the power to influence how we see the world, evoke emotion, and spark connections. With commercial jingles, the difficulty is creating something catchy, memorable, and poignant, often in just three short seconds. Maybelline’s new jingle pays homage to the lasting impact that Maybelline has within culture, but also looks towards the power of sonic branding and how it can shape consumer loyalty and behavior.”

Dr. Kelly Jakubowski, Associate Professor in Music Psychology at Durham University, offered insights into the qualities that make some jingles particularly memorable. “Findings show that you can, to some extent, predict which songs are going to get stuck in people’s heads based on the song’s melodic content,” she explained. “The new Maybelline jingle taps into common features of ‘musically sticky songs’. It has a fast, danceable tempo and unique intervals, such as leaps and repetitions, which set the track apart. The alliteration of the phrase ‘Maybe It’s Maybelline’ also helps ensure people remember it for days or months afterwards.”

Founded in 1915, Maybelline New York remains one of the largest cosmetic brands globally, available in over 120 countries. In the UK, Maybelline products can be found at Boots and Superdrug, while in the US, they are available at Ulta and Target.