#USA #New York #Maybelline #Beauty Campaign #Miley Cyrus

Miley Cyrus Reimagines Maybelline's Iconic Jingle

The world-renowned makeup brand Maybelline New York has made a significant announcement by introducing multi-platinum artist and cultural icon, Miley Cyrus, as its latest global spokesperson. Known for her bold personality and unique approach to beauty, Miley has reimagined Maybelline's beloved jingle, "Maybe It's Maybelline," adding her own flair to this iconic tune.

In a recent statement, Cyrus reflected on her childhood memories of singing the jingle and how it represented her dreams of being in the spotlight. "I remember singing the Maybelline jingle when I was a child and imagining myself on screen. Today, that dream has come true. Making something so iconic my own is powerful and personal," she shared. This partnership beautifully marries two significant elements of her persona: music and makeup.

Miley emphasized the connection between self-expression and makeup, stating, "You can’t erase the makeup from music. In music, there’s performance and honesty — makeup enhances both. That’s how I express my truth without saying a word." This latest collaboration aims to encourage individuals to embrace their creativity, celebrating the fluidity of beauty and the many forms confidence can take.

The partnership unfolds in a campaign that merges nostalgia with innovation, illustrating the dynamic relationship between music and beauty. As shared by Sandrine Jolly, the Global Brand President of Maybelline New York, "Miley is more than just a global icon; she embodies the modern beauty muse. Her creative spirit oscillates between strength and sensitivity, transforming our iconic jingle into something raw and authentically representative of the Maybelline era."

This long-term partnership kicks off with Miley's fresh take on the jingle, which will be the centerpiece of multimedia campaigns launching across television, digital platforms, social media, and retail spaces starting September 2025. In addition to this groundbreaking advertising campaign, Miley will also showcase exciting new product launches, including the brand-new color and the acclaimed Sky High mascara.

Cyrus also commented, "I believe this campaign shows that beauty is fluid, confidence can take millions of different forms, and that you’ve always had that within you." As she joins forces with Maybelline, she invites everyone to step into this new era of beauty, questioning if perhaps they were simply born with it — a phrase that resonates with Maybelline's enduring philosophy.

With this collaboration, Maybelline not only confirms its position as the number one cosmetics brand globally, available in over 120 countries, but it also acknowledges its commitment to innovation. Maybelline New York has consistently combined advanced formulas with the vibrant essence of New York City, aiming to offer beauty products that are accessible and effortlessly trendy.

Additionally, Maybelline launched the Brave Together program in 2020, a long-term initiative to combat anxiety and depression worldwide, providing essential support and resources to destigmatize conversations surrounding mental health. They aim to contribute $10 million over the five years to various global and local organizations.

Miley Cyrus, whose career has been marked by her ability to captivate multiple generations with her constantly evolving music and pop culture presence, remains a force to be reckoned with. A multi-talented artist, she has won accolades including the Best Pop Solo Performance at the 2024 GRAMMYs and collaborated with Beyoncé in a country music duet that also garnered critical acclaim.

Beyond music, she has been involved with various campaigns for renowned brands such as Gucci and Dolce & Gabbana, showcasing her versatility and enduring influence in the fashion industry. Miley is known for her philanthropic efforts, founding organizations such as Happy Hippie to support homeless youth and the LGBTQ+ community.

As the partnership between Miley Cyrus and Maybelline unfolds, it signals a vibrant collaboration that not only broadens the dialogue around beauty but also fosters personal expression. Through this dynamic union, Miley and Maybelline invite everyone to redefine what beauty means to them, championing the idea that perhaps beauty is indeed authentically expressed through creativity and individual style.