Maybelline New York, the makeup brand, has announced multi-platinum recording artist and global music icon Miley Cyrus as its newest global spokesperson. The partnership marks a bold new chapter for the brand’s iconic “Maybe it’s Maybelline” jingle, which has been reimagined through Cyrus’s distinctive voice and signature fearless energy. Long a symbol of self-expression and confidence, the refreshed jingle signals the brand’s continued evolution and cultural relevance.
“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is. To take something so iconic and make it mine, it’s powerful and personal,” said Miley Cyrus. “This partnership brings together two core parts of me. You can’t erase makeup from music. Within music, there’s performance and honesty, makeup enhances both. It’s how I tell my truth without saying a word. Maybelline shares my belief that makeup should be expressive, ever-evolving. Partnering with Maybelline, a brand that celebrates meaningful values, self-expression and play, felt like the most natural fit in this stage of my life.”
The campaign blends nostalgia with modern reinvention, highlighting the power of creative self-expression and the intersection of music and beauty. It marks a fresh era for Maybelline, introducing new ways for consumers to feel empowered and showcase their individuality. As part of a long-term partnership, Miley Cyrus will front upcoming product launches, from new color collections to the brand’s viral Sky High mascara, with campaign activations set to roll out across television, digital, social, and in-store channels beginning September 2025.
“Miley is more than a global icon, she is a muse of modern beauty. Her creativity and artistry dance between strength and sensitivity.” said Sandrine Jolly, Global Brand President, Maybelline New York. “She brings a deeply personal lens to beauty that is expressive and emotional. With her unmistakable voice and vision, she turns our iconic jingle into something raw, intimate, and powerfully reflective of this Maybelline era.”
