The #MaybeItsMaybelline TikTok Challenge Brings Back the Iconic Jingle

“Maybe she’s born with it, maybe it’s Maybelline.” Even though the makeup brand retired this tagline in 2014, it persists as one of the most iconic jingles of all time. Now, in classic 2020 form, it’s back — as part of a TikTok challenge.  

The #MaybeItsMaybelline challenge asks TikTokkers to record their makeup transformations using Maybelline products for the chance to win $500. The brand kicked off the challenge on June 30 by posting a video from model Emily DiDonato (who has been an ambassador for the cosmetics label since 2009). The caption read, “Maybe she’s born with it… #MAYBEITSMAYBELLINE 💁🏻‍♀️ @didonatoemily.” DiDonato starts the video with swatches of concealer on her forehead, chin, and undereyes and ends with an effortless no-makeup-makeup look in perfect sync with the song.

Though the challenge just launched on Tuesday morning, TikTok creators are already on it, uploading their own brilliant videos. (Of course, we are partial to the ones that include pet cameos.) The challenge ends July 2, so you better upload yours quick if you want to be entered into the contest. 

TikTokker Janina brought the challenge outdoors for a quick poolside makeover. She transforms into a full glam look complete with a bold red lip (that we need the shade details on that ASAP) and gold shimmer outfit.

Waverly Lim kept it cute and fresh for her challenge with this natural-looking makeup. She’s glowing before and after the finished look. 

One of our favorite influencers NikkieTutorials even decided to join in on the fun, and looked absolutely gorgeous while doing so.

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