Maybelline’s “Maybe It’s Maybelline” jingle turns into something much more personal in the brand’s new Canadian campaign, especially in the hands of Tia Wood.
Wood is one of four Canadian artists tapped for “The Power of Maybe: The Canadian Jingle Reimagined” that launched on September 16, 2026. She joins Nicolina Bozzo, Liz Lokre and Naomi in rewriting the brand’s decades-old tagline into four original songs. She grew up in Saddle Lake Cree Nation in Alberta and is Cree and Salish. Her father, Earl Wood, sings with Northern Cree, a well-known round dance group, and that family connection to music comes through in everything she makes.
Her track, “Maybe It’s…,” centers on identity and where she comes from, and for Wood, that isn’t really a theme she had to reach for; it’s just what’s true about her life. The campaign asked each artist to take Maybelline’s old slogan and turn it into something that actually says who they are, and her song answers that directly.
Maybelline matched the track with the Instant Eraser Multi-Use Concealer, a product meant to cover blemishes and even out skin tone. It’s an odd pairing on paper, a concealer sitting next to a song about not hiding who you are, but it follows the campaign’s format all the same, one song tied to one specific product instead of an artist getting spread across the whole lineup.
Wood talked about how closely her sense of self ties to how she presents herself, whether that’s through music or makeup. “When I put on these physical creations of color, sparkle, shape and unique applique, I feel somehow connected, grounded and self-determined,” she said. “This is how I feel when I am representing myself with makeup.”
Maybelline shaped the whole campaign around the idea of “maybe” as an opening rather than a hedge. Catherine St-Pierre, Marketing Director for Maybelline New York Canada, said the goal was to give artists a familiar phrase and let them make it mean something new. “It is the beginning of possibility, the confidence to imagine, explore and express what could be,” she said, adding that each artist took the idea somewhere different.
The other three songs take their own paths. Nicolina’s “Part of Me” is about self-acceptance, tied to the Lash Sensational Sky High Mascara. Liz Lokre’s “Maybe It’s Magic” leans into confidence, paired with the SuperStay Lumi-Matte Foundation. Naomi’s bilingual “Masterpiece” is about showing up as yourself and is linked to SuperStay Vinyl Ink.
The campaign rolled out September 16 across each artist’s Instagram, TikTok and YouTube, with song edits and behind-the-scenes content following through the fall.
Everything comes together October 1 at 8 p.m. ET with MAYBE, Live, a YouTube livestream where all four artists perform their songs together for the first time. For Wood, it’s another chance to put her own story into a jingle that’s been part of Canadian pop culture for decades.
More on the campaign, including all four songs, is live now at maybelline.ca/en-ca/the-power-of-maybe.
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