While Maybelline remained the world’s #1 cosmetic brand, it was losing cultural relevance in Australia as indie brands reshaped local beauty standards.

To reconnect, we repositioned Maybelline as the brand for a new generation of modern Australians, a fluid generation that defies labels and lives by its own rules.

The campaign followed six influential voices as they explored themes of identity, self-expression, and fluidity. Their stories unfolded across digital and social channels, reintroducing Maybelline as more than makeup, but as a platform for self-definition.