Maybelline New York, the world’s leading makeup brand, has announced Miley Cyrus – multi-platinum recording artist and global music icon – as its newest Global Brand Ambassador. To mark the collaboration, Miley has reimagined Maybelline’s legendary “Maybe it’s Maybelline” jingle, infusing it with her distinctive voice, creativity, and unapologetic energy.
“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen – now, it is,” said Miley Cyrus. “To take something so iconic and make it my own feels powerful and personal. Makeup has always been a part of my performance and my truth – it enhances who I am without me having to say a word. Partnering with Maybelline, a brand that champions self-expression and play, is the perfect fit for where I am today.”
The campaign celebrates nostalgia and reinvention, encouraging consumers to embrace makeup as a tool of self-expression and empowerment.
Sandrine Jolly, Global Brand President, Maybelline New York, said: “Miley is more than a global icon – she’s a muse for modern beauty. Her unique artistry transforms our jingle into something raw, intimate, and reflective of this new Maybelline era.”
Jessica Laila Rode, General Manager, Maybelline New York India, added: “This collaboration marks a cultural moment where music, attitude, and authenticity converge. Miley’s fearless individuality will inspire people across India to embrace their own narrative.”
The long-term partnership will see Miley front upcoming launches – including new color collections and the viral Sky High mascara – with campaigns rolling out across TV, digital, social, and in-store starting September 2025.
