MAYBELLINE NEW YORK HANDS THE MIC TO FOUR CANADIAN ARTISTS TO REIMAGINE ITS ICONIC JINGLE FOR THE POWER OF MAYBE

One Jingle. Four Artists. Four Songs. Four Stories. Nicolina, Liz Lokre, Naomi and Tia Wood transform "Maybe It's Maybelline" through original music

TORONTO, Sept. 16, 2026 /CNW/ -- Maybelline New York is putting a Canadian spin on one of beauty's most recognizable sounds, handing the mic to four Canadian artists to transform the iconic "Maybe It's Maybelline" jingle into four original songs.

Artists of the “Power of Maybe” Campaign: Tia Wood, Nicolina Bozzo, Liz Lokre, Naomi (left to right)

Launching today, The Power of Maybe: The Canadian Jingle Reimagined brings together Nicolina, Liz Lokre, Naomi and Tia Wood, each bringing her own sound and approach to self-expression. Together, the four songs explore "Maybe" as a starting point for possibility - a new idea, a new dream, a new way to express yourself or the confidence to take a chance.

"Everyone knows the Maybelline slogan, but MAYBE has always meant more than a question mark," said Catherine St-Pierre, Marketing Director, Maybelline New York Canada. "It is the beginning of possibility: the confidence to imagine, explore and express what could be. With this campaign, we wanted to give a new generation of Canadian artists the freedom to make our iconic jingle their own. Nicolina, Liz, Naomi and Tia each brought a completely different perspective to it, showing how music and beauty can both be powerful forms of self-expression."

Each artist's original song is paired with a featured Maybelline product as part of the campaign. Nicolina's original track, "Part of Me", is a self-affirming song about embracing who you are and believing in yourself, paired with Lash Sensational Sky High Mascara. Liz Lokre's "Maybe It's Magic" channels confidence and magnetism and is paired with SuperStay Lumi-Matte Foundation, while Naomi's bilingual "Masterpiece" celebrates transformation and showing up confidently and unapologetically, paired with SuperStay Vinyl Ink. Tia Wood's "Maybe It's…" explores identity, individuality and owning where you come from, paired with Instant Eraser Multi-Use Concealer.

"I've dedicated my life to my own maybe. Pursuing this dream means following my heart, listening to my intuition, and betting it all on myself," said Liz Lokre. "I stay focused on what's possible. The space between what is and what could be is what gets me out of bed every day."

For Tia Wood, self-expression and artistry are closely connected to feeling grounded and self-determined. "When I put on these physical creations of color, sparkle, shape and unique applique, I feel somehow connected, grounded and self-determined. This is how I feel when I am representing myself with makeup," said Tia Wood.

Beginning September 16, the campaign will roll out across the artists' Instagram, TikTok and YouTube channels, featuring original song edits, behind-the-scenes Artist Jingle Capsules and Product Capsules. Audiences can also explore the full campaign through Maybelline New York Canada's YouTube channel and dedicated The Power of Maybe campaign hub, with featured products available through the Maybelline Amazon.ca Brand Store. The campaign culminates on October 1 at 8PM ET with MAYBE, Live, a YouTube Live music session bringing Nicolina, Liz Lokre, Naomi and Tia Wood together to perform the original songs they created for the campaign.

Discover The Power of Maybe: The Canadian Jingle Reimagined, meet the artists and hear their original songs beginning September 16 at https://www.maybelline.ca/en-ca/the-power-of-maybe.

About Maybelline New York

Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. By combining technologically advanced formulas with on-trend expertise and New York City edge, Maybelline New York's mission is to offer innovative, accessible, and effortless cosmetics for all.

In 2020, Maybelline introduced Brave Together, a long-term program to support anxiety and depression worldwide. Brave Together provides critical one-on-one support, an online education hub, a variety of programming to help destigmatize the conversation around mental health and has committed to donate $10 million over the next five years to global and local organizations. For more information log on to www.maybelline.com or www.maybelline.com/bravetogether.com 

SOURCE Maybelline New York

For media inquiries, please contact: Hannah Kelly, [email protected], MacIntyre Communications, on behalf of Maybelline New York Canada