Maybelline New York has announced Miley Cyrus as its newest global spokesperson, unveiling a campaign that reimagines the brand’s world-famous jingle, “Maybe it’s Maybelline.”
The partnership marks a bold new chapter for the cosmetics giant, blending beauty with music in a bid to connect with a new generation of consumers. The campaign will launch in September 2025 across TV, digital, social and in-store platforms, with Cyrus at its centre.
A childhood dream realised
For Cyrus, who rose to global fame as a teenager and has since become a multi-platinum recording artist, the role carries a personal resonance.
“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is,” she said. “To take something so iconic and make it mine—it’s powerful and personal. This partnership brings together two core parts of me. Within music, there’s performance and honesty—makeup enhances both. It’s how I tell my truth without saying a word.”
Cyrus, known for her fearless style and ever-changing image, said she views makeup as a form of expression, describing the collaboration as “the most natural fit in this stage of my life.”
A reimagined classic
The Maybelline jingle has long been associated with self-expression and confidence. Cyrus’ reimagined version, described by the brand as “raw, intimate, and powerful,” will act as the heartbeat of the campaign.
Sandrine Jolly, Global Brand President at Maybelline New York, said the decision to partner with Cyrus reflects the brand’s evolving identity.
“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 reflective of this Maybelline era.”
Campaign and product launches
The collaboration is expected to extend beyond the reimagined jingle. Cyrus will front upcoming product launches, including a new colour collection and the promotion of Maybelline’s viral mascara, Sky High, which became a social media sensation in recent years.
The campaign, branded as a “boundary-pushing celebration of creativity,” seeks to merge nostalgia with reinvention, inviting fans to see beauty as fluid and individual.
“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,” Cyrus added.
A new era for Maybelline
Industry experts say the partnership signals Maybelline’s attempt to solidify its relevance in a crowded cosmetics market. The brand, available in more than 120 countries, is positioning itself at the intersection of pop culture and beauty trends, a strategy increasingly used by global names to attract younger audiences.
By collaborating with Cyrus, whose career has been marked by reinvention, Maybelline appears to be aligning its identity with themes of self-expression, inclusivity, and transformation.
The campaign’s closing line captures this shift: “Maybe she’s born with it. Maybe it’s Miley.”
