Maybelline New York welcomes Miley Cyrus as its new global face. The partnership reinvents the iconic “Maybe it’s Maybelline” jingle with bold energy, modern creativity, and a message of unapologetic self-expression.
Maybelline New York has named multi-platinum singer Miley Cyrus as its new global spokesperson. The partnership launches with a refreshed version of the brand’s legendary “Maybe it’s Maybelline” jingle. This time, it’s reimagined through Cyrus’ fearless creativity and signature flair.
In the campaign film, Cyrus struts into a photoshoot, applies mascara, and sings the new jingle in a recording studio. The short video perfectly merges music and beauty—two realms where Cyrus has always excelled. “I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is,” she shared.
Reimagining an iconic tune
Cyrus’ involvement goes beyond being the face of a campaign. She has given new voice and meaning to one of beauty’s most recognisable lines: “Maybe she’s born with it, maybe it’s Maybelline.” Her version brings a raw, intimate energy that speaks to today’s generation; one that values authenticity and individuality.
“Makeup enhances performance and honesty—it’s how I tell my truth without saying a word. Partnering with Maybelline, a brand that celebrates self-expression and play, felt like the most natural fit in this stage of my life,” said Cyrus.
Beyond music: The new Maybelline era
Launching globally across TV, digital, social, and in-store activations in September 2025, the campaign will also spotlight Maybelline’s bestsellers like Sky High Mascara, Super Stay Vinyl Ink lipstick, and Instant Age Rewind concealer. Each campaign aims to redefine beauty as fluid, adaptable, and deeply personal. It’s like an ethos that mirrors Cyrus’ own artistic journey.
Interestingly, before the official announcement, Cyrus had already been subtly wearing Maybelline at major events like the Grammys and Met Gala, building quiet anticipation around the collaboration.
From the leadership desk
“Miley is more than a global icon—she is a muse of modern beauty. With her unmistakable voice and vision, she turns our iconic jingle into something raw, intimate, and powerfully reflective of this Maybelline era,” said Sandrine Jolly, Global Brand President of Maybelline New York.
Looking ahead
For Maybelline, this partnership is both nostalgic and forward-thinking. It celebrates a cultural icon who embodies confidence and transformation. It also reaffirms the brand’s place at the forefront of beauty innovation. As Cyrus summed it up beautifully, “Beauty is fluid, confidence can look a million different ways, and you were born with it all along.”
