Maybelline New York welcomes multi-platinum recording artist and international music icon Miley Cyrus as its newest global spokesperson.

Cyrus will boldly reimagine the “Maybe it’s Maybelline” jingle. Long associated with self-expression and confidence, the jingle enters a new chapter – transformed through Cyrus’ unmistakable sound and fearless energy.

Sandrine Jolly, Global Brand President, Maybelline New York, said, 

“Miley is more than a global icon—she is a muse of modern beauty. 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.”

In a boundary-pushing campaign that bridges nostalgia and reinvention, Maybelline and Cyrus join forces to bring meaning to beauty, celebrating creative expression. 

This marks the beginning of a new era that combines music and makeup – offering fans a fresh way to express themselves and feel empowered.

Miley Cyrus, commented,

“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.”   

This long-term partnership kicks off with Cyrus reimagining the jingle as the heartbeat of the campaign, which will roll out across TV, digital, social, and in-store activations starting September 2025.

It will also spotlight Cyrus as the face of major upcoming launches, including a new color launch and the brand’s viral mascara phenomenon, Sky High.

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