Beauty Is What You Make It.

After a century of shaping beauty, Maybelline entered a new era—refreshing the brand for a new generation while honoring the legacy that made it iconic. The centennial evolution introduced a more contemporary perspective that reflected how women live, create, and define beauty today.

Introduced through a more editorial visual language inspired by New York, the centennial refresh redefined every aspect of the brand—from photography and styling to content, product, and tone of voice.