Woke ideologues have claimed another victim: Makeup giant Maybelline.

The slogan “Maybe She’s Born With It. Maybe It’s Maybelline,” has been drilled into the heads of not just the women who use its beauty products, but every American whose home has boasted a working television at any point in the last three and a half decades.

A 2025 study found that it landed behind only “Just Do It” and “I’m Lovin’ It” in a list of the most oft-repeated slogans on social media.

One entity that will no longer be using it, however, is Maybelline itself.

The new, inclusive slogan: “Maybe. We’re Born With It. Maybe. It’s Maybelline.”

Don’t bother trying to make sense of this incomprehensible drivel.

It defies interpretation — and if you try, you’ll likely pull a muscle, as Global Brand President Sandrine Jolly did in an interview with Women’s Wear Daily.

“The ‘maybe’ is not a doubt or hesitation anymore — ‘maybe,’ period, is a statement of possibility, and that is what we want to be for women,” Jolly tried to explain. “We believe the evolution of this brand statement is going in the direction of what women need today.”

Is that women “need today” — to be erased?

Note that the “She” from the original has been replaced by a gender-neutral “We.”

And “born with it” is no longer a question — everyone is born with it. To suggest otherwise is offensive.

Already, the flood of “I’m putting my pronouns back in my bio” jokes that followed last week’s blue tsunami are proving eerily prophetic.

Or is the implication that they “need” some silly brand to lend them meaning by way of some overexplained butchery of the English language masquerading as a form of empowerment?

Women were doing just fine before the overpaid tinkerers in Maybelline’s marketing department stuck a few periods where they didn’t belong and deemed it a feminist triumph that no one else recognizes.

“The ambiguity was the whole point. That was the wink. No explanation required. Now they’ve taken something people knew and liked and given them a reason to rip it apart,” one marketing expert told Forbes about the switch-up.

“No one is walking into a drugstore thinking, ‘I would have bought Maybelline, but I didn’t feel included in the punctuation.’”

Allure‘s Elizabeth Gulino mourned the “brilliance” of the original slogan, which has been robbed of “its rhythm and satisfying payoff.”

And as for brand ambassador Miley Cyrus’s declaration that the new slogan means that “Who you are is something you’re born with, but you can always become something that you’ve dreamt of being by staying true to yourself,” Gulino admitted that she doesn’t “really know what that means!”

Diversity, equity and inclusion rebrands of Bud Light, Jaguar and Victoria’s Secret have all failed spectacularly, making you wonder why Maybelline has made such a self-destructive move.

Likely they’re listening to young marketing executives who graduated with the ideological orthodoxies of Middlebury, Vassar, and Berkeley, and thoughtlessly discard that which people actually value.

Beauty, tradition, familiarity, functionality, catchiness — all of it gets sacrificed on the altar of woke.