Christy Turlington appeared as a face of Maybelline cosmetics during the 1990s, when the brand used the slogan “Maybe she’s born with it. Maybe it’s Maybelline.”
Turlington’s Maybelline work broadened her profile beyond high fashion and connected her with a mass-market beauty audience. She had already become a major editorial and runway model through campaigns for Calvin Klein, Chanel and other international brands.
The slogan itself was introduced by Maybelline in 1991 and became one of the best-known lines in cosmetics advertising. It is often incorrectly treated as a description of one particular model rather than a long-running brand campaign featuring multiple spokespeople.
Turlington later became known for her advocacy in maternal health. In 2010, she founded Every Mother Counts, a nonprofit focused on making pregnancy and childbirth safer.