Miley Cyrus Dives into a Bold New Era with Maybelline's Iconic Jingle Reinvention

Miley Cyrus Reinvents Maybelline's Signature Jingle

On September 24, 2025, Maybelline New York made an exciting announcement welcoming multi-platinum recording artist and global icon Miley Cyrus as their new spokesperson. Known for her bold music style and vibrant personality, Cyrus brings a fresh perspective to the iconic makeup brand, particularly through a new rendition of the storied jingle, 'Maybe it's Maybelline.' This musical transformation aims to mark a vibrant new chapter in the brand's history, blending nostalgia with innovative flair.

Miley Cyrus expressed her excitement about this collaboration, recalling how, as a child, she would imagine herself as the star of the Maybelline commercials. “It’s powerful and personal to take something so iconic and make it my own,” she remarked. This collaboration is a celebration of two significant facets of Cyrus’s identity—both artistry in music and the expressiveness of makeup. “Makeup enhances both interpretation and honesty in music,” she added. “It’s my way of expressing my truth without saying a word.” Her sentiments resonate with Maybelline's mission, which believes that makeup should be a form of personal evolution and expressive of one’s individuality.

The collaboration not only aims to showcase beauty in its many fluid forms but also highlights the inspiring connection that exists between creativity in music and makeup. Sandrine Jolly, the global president of Maybelline New York, praised Cyrus’s unique vision, stating, “Miley is more than just a global icon; she is a muse of modern beauty. Her ability to blend strength with sensitivity is reflected in her art, giving a personal and emotional touch to our iconic jingle.”

This new campaign featuring Cyrus will not only focus on her reinterpretation of the jingle but will also serve as the centerpiece of various advertising initiatives across television, digital media, social platforms, and in-store experiences expected to roll out in September 2025. Additionally, Miley will take center stage for major product launches, including a new shade and the viral phenomenon of the brand—the Sky High mascara.

Cyrus emphasized the campaign's overarching message: that beauty is fluid and manifests in countless ways, speaking to the essence of confidence inherent in everyone. “We all are born with beauty,” she declared, inviting fans to embrace their individuality.

Since its founding, Maybelline New York has been known as the leading makeup brand worldwide, available in over 120 countries. The brand is committed to combining advanced formulas inspired by New York’s fashion trends, aiming to deliver innovative, accessible, and easy-to-use cosmetics. Their campaign tackles real-world issues as well. In 2020, the brand introduced ‘Brave Together,’ a long-term program aimed at supporting individuals dealing with anxiety and depression. Maybelline has pledged to donate $10 million over the next five years to various organizations championing mental health awareness, aiming to destigmatize the conversation around it.

Cyrus herself has made a significant impact on pop culture through her music and philanthropic efforts. Her versatility allows her to attract numerous generations with memorable contributions to pop culture. She has received accolades such as the Best Pop Solo Performance and Album of the Year at the 2024 Grammy Awards and has collaborated with other stars, including Beyoncé. Beyond music, she has also starred in campaigns for luxury products like Gucci and Dolce & Gabbana.

Through her Happy Hippie Foundation, launched in 2014, Cyrus has helped raise millions to aid homeless youth, particularly focusing on young LGBTQ+ individuals. Recently, she has expanded her philanthropic efforts with the Miley Cyrus Foundation, addressing diverse maternal support.

As Cyrus and Maybelline embark on this journey together, they invite beauty lovers everywhere to celebrate their truth and creative expression, setting the stage for a vibrant future. Welcome to the new era of beauty!

Miley Cyrus and Maybelline Campaign