What happens when one of the most recognizable voices in pop music takes on one of the most recognizable jingles in beauty? A beautiful new way to self-expression.
Maybelline New York has officially named Miley Cyrus as its newest global spokesperson, and to mark the moment, the superstar has reimagined the brand’s legendary “Maybe it’s Maybelline” jingle. For decades, the tagline has symbolized confidence and self-expression. Now, it’s being reborn with Miley’s signature edge, boldness, and raw energy.
“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is,” Miley said in the announcement. “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.”
She continues, “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 collaboration is more than a nostalgic nod. It’s a campaign that fuses music and makeup, designed to empower fans with fresh ways to express themselves. As Sandrine Jolly, Global Brand President of Maybelline New York, explained: “Miley is more than a global icon—she is a muse of modern beauty. With her unmistakable voice and vision, she turns our iconic jingle into something raw, intimate, and powerfully reflective of this Maybelline era.”
The campaign rolls out this fall across TV, digital, social, and in-store, with Miley fronting some of Maybelline’s biggest upcoming launches, including a major new colour collection and the brand’s viral Sky High Mascara.
As Miley Cyrus puts it: “This campaign shows that beauty is fluid, that confidence can look a million different ways, and that you were born with it all along.”
