Maybelline New York Launched Miles of Maybes Campaign
The beauty brand highlights runner confidence ahead of the upcoming New York City Marathon.
Updated on Oct. 5, 2026 in Running
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Maybelline New York has debuted its Miles of Maybes campaign to celebrate self-expression and confidence among participants. This initiative marks the company's third consecutive year of involvement with the New York City Marathon.
Why it matters
The campaign focuses on the mental hurdles athletes face, specifically the self-doubt surrounding one's ability to complete a race. By framing beauty as a source of confidence, the brand aims to bolster the emotional preparation of runners in New York City.
The campaign is based on internal brand strategy following three consecutive years of participation in the New York City Marathon. The effectiveness of this psychological framing on athlete performance remains under investigation.
The players
Maybelline New York
A global beauty brand that produces cosmetics and skincare products while sponsoring large-scale athletic events.
Chelley Bissainthe
A featured participant in the campaign who represents the intersection of personal confidence and marathon running.
Maria Canals-Barrera
An actress and participant in the brand campaign who highlights the role of self-expression in athletic endurance.
Noelle Lambert
An athlete and campaign participant who focuses on the resilience required to complete long-distance races.
Zarna Garg
A comedian and featured campaign figure who explores the mental challenges of race participation.
The details
The Miles of Maybes campaign centers on the internal dialogue of runners as they contemplate whether they have the endurance to cross the finish line. By featuring individuals like Chelley Bissainthe, Maria Canals-Barrera, Noelle Lambert, and Zarna Garg, the brand seeks to connect the aesthetic of beauty with the grit required for long-distance running. The initiative emphasizes that preparation for the race is as much about mental self-expression as it is about physical training.
Timeline
October 5, 2026: Maybelline New York debuted the campaign.
Health Landscape
This campaign aligns with the growing trend of lifestyle and beauty brands integrating into the major city marathon landscape. It reflects a shift toward addressing the psychological needs of participants beyond just physical training metrics.
Runners experiencing pre-race anxiety may find value in focusing on the psychological aspects of endurance, as highlighted by the campaign. If you struggle with persistent self-doubt or race-day jitters, consider discussing mental resilience strategies with a sports psychologist.
The takeaway
Maintaining confidence is a key pillar of long-distance training that complements your physical conditioning. Consider incorporating mental visualization or positive self-talk routines into your final weeks of marathon preparation to build your personal race-day endurance.
Further reading
For more on the intersection of mental preparedness and endurance training, visit Running.
Source note: This article includes information reported by Drug Store News.
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