Maybelline New York, the world’s number one makeup brand, has named international music sensation and multi-platinum artist Miley Cyrus as its newest global spokesperson. The cultural icon debuts with a bold remix of the legendary “Maybe it’s Maybelline” jingle, infusing it with her distinctive sound, vision, and fearless energy.
Reflecting on the collaboration, Miley Cyrus shared:
“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. 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 new campaign bridges nostalgia and reinvention, celebrating creativity, individuality, and empowerment. It also highlights Maybelline’s mission to make beauty expressive and relevant for a new generation.
Sandrine Jolly, Global Brand President, Maybelline New York, added:
“Miley is more than a global icon—she is a muse of modern beauty. Her creativity and artistry dance between strength and sensitivity. With her unmistakable voice and vision, she turns our iconic jingle into something raw, intimate, and powerfully reflective of this Maybelline era.”
Jessica Laila Rode, General Manager – Maybelline New York India, emphasized the impact for Indian consumers:
“At a time when self-expression is redefining culture across India, Miley Cyrus stands out as a true icon of fearless individuality and creative freedom. More than just makeup, this collaboration is about inspiring people to embrace their personal narrative without compromise. We are proud to bring this bold, global vision to India, celebrating confidence, creative expression, and the freedom to be unapologetically yourself.”
This long-term collaboration launches with Cyrus’ reimagined jingle at its core, rolling out across TV, digital, social, and retail activations starting September 2025. She will also front major upcoming product launches, including a new color collection and Maybelline’s viral Sky High Mascara.
Miley concluded:
“I think this campaign shows that beauty is fluid, that confidence can look a million different ways, and that you were born with it all along.”
With the powerful line “Maybe she’s born with it. Maybe it’s Miley,” Maybelline ushers in a new beauty era where music, makeup, and self-expression converge.
