Maybelline New York has announced pop star Miley Cyrus as its newest global spokesperson, unveiling a campaign that reimagines the brand’s iconic “Maybe it’s Maybelline” jingle.
The makeup brand, which says it is the number one in the world, revealed the collaboration Wednesday as part of a long-term partnership that includes global marketing campaigns and new product launches.
“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 Cyrus in a statement.
“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,” she said. “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 will launch across television, digital, social media and in-store displays starting September 2025, and features Cyrus’s rendition of the familiar jingle. It will also promote upcoming launches, including a new colour line and Maybelline’s viral Sky High mascara.
“Miley is more than a global icon — she is a muse of modern beauty,” said Sandrine Jolly, global brand president of Maybelline New York. “Her creativity and artistry dance between strength and sensitivity.”
“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,” Jolly said.
Cyrus, a Grammy-winning artist known for her evolving music and advocacy work, emphasized the broader message behind the campaign.
“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,” she said.
Maybelline said the campaign bridges “nostalgia and reinvention” while encouraging creativity and self-expression.
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