Maybelline campaign redefines confidence through sport

Maybelline New York has partnered with REBL House by NP Digital and the WNBA to launch Born with It, a campaign designed to challenge stereotypes in beauty and sports while celebrating confidence as something earned through perseverance and self-expression.

The campaign spotlights WNBA player Bridget Carleton, whose resilience and authenticity reflect the values behind the initiative. A central 60-second film, supported by 30- and 15-second cuts, follows a young girl’s journey from spark to fearless fire, linking the determination of sport with the creativity of beauty.

Campaign integrates beauty and sport

National activations will run across digital and social platforms, live Jumbotron game features, and exclusive integrations with WNBA programming in Canada. The effort aims to connect with both sports fans and beauty audiences.

Ronni Seller, Senior VP of Production, REBL House: "We set out to show that confidence isn’t a finished state – it’s a journey, built step by step, lifted by inspiration and community. Campaigns like this go beyond advertising; they bring real value by celebrating women’s empowerment and challenging stereotypes in sports marketing."

Expanding Maybelline’s brand message

Jessica Rosen, Head of Brand Engagement, Maybelline New York Canada: "Maybelline has always believed that everyone is Born With It, but this campaign expands that message for a new generation. By partnering with the WNBA and spotlighting Bridget Carleton, we want to empower women and girls across Canada to embrace their potential, confidence, and beauty in every form. REBL House’s creative approach captured that vision perfectly."

The films use close-ups and in-game footage to show how beauty and confidence emerge through persistence, experimentation and performance.

The campaign also reflects Maybelline’s broader commitment to women’s sports across North America. The brand recently became title sponsor of the Women’s Lacrosse League and was the first cosmetics brand to sponsor the New York City Marathon.