Beauty Is What You Make It.

After a century of shaping beauty, Maybelline redefined its identity for a new generation—shifting the focus from the product to the personality of the women who make it their own. The campaign celebrated confidence, individuality, and those who ‘Make It Happen’—anchored in a more culturally attuned point of view.

Introduced with a new editorial-style visual inspired by life in the streets of New York, this new chapter infused the brand with a new, modern energy.