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

Miley Cyrus Revamps Maybelline's Iconic Jingle

In an exciting development for beauty and music fans alike, Maybelline New York has announced that multi-platinum artist and global music icon Miley Cyrus will be the brand's new global ambassador. Known for her powerful music and dynamic persona, Cyrus has put a refreshing twist on Maybelline's famed "Maybe it's Maybelline" jingle, making it more relevant to a contemporary audience.

Cyrus, who recalls belting out the jingle as a child, shares the connection she felt with the brand, stating, "I remember singing the Maybelline jingle as a kid, imagining I was on-screen. Now, it’s so surreal to reinterpret something so iconic and make it my own. This partnership brings together two vital aspects of my identity. Music is raw and honest, just like makeup enhances both. Through this collaboration, I express my truth without saying a word."

Maybelline's partnership with Cyrus isn't just a marketing ploy; it marks a defining moment in the evolution of beauty culture. By bridging nostalgia with modern reinterpretation, the campaign speaks to a diverse audience, encouraging self-expression in myriad forms. The synergy between music and makeup in this collaboration signifies a new era, where products not only enhance beauty but also empower individuals.

The Collaboration's Vision

Sandrine Jolly, Global Brand President of Maybelline New York, expressed her admiration for Cyrus, stating, "Miley is more than just a global icon; she embodies modern beauty. Her artistry beautifully blends strength and sensitivity. With her unique voice and vision, she transforms our iconic jingle into something raw, intimate, and powerful, perfectly echoing this new chapter for Maybelline."

The campaign will kick off in September 2025, showcasing Miley's reimagined version of the jingle across various media platforms, including television, social media, and in-store displays. In addition to the jingle, Cyrus will spotlight several upcoming product launches, including the latest color additions and the viral Sky High mascara, which have resonated with fans worldwide.

Jolly further elaborated on the campaign's thematic aim, which is to highlight that beauty is fluid and that confidence can manifest in countless ways. Cyrus echoed this sentiment, elaborating that the campaign signifies that everyone is born with beauty, and it's all about unlocking one's inner self.

About Maybelline New York

With over 120 years in the industry, Maybelline New York has established itself as the number one cosmetics brand in the world by combining innovative formulas with fashion-forward expertise and New York flair. The brand has long advocated for accessibility in beauty, ensuring that its products resonate with a wide array of consumers.

In 2020, Maybelline initiated the Brave Together program, a long-term commitment to supporting mental health issues such as anxiety and depression across the globe. This initiative provides critical personal support, an online education resource, and various programs aimed at destigmatizing mental health conversations, pledging $10 million over the next five years to global and local organizations.

About Miley Cyrus

Miley Cyrus has captivated several generations with her unforgettable cultural moments and ever-evolving music. Known for her chameleonic style in various genres, Cyrus continuously redefines her artistic output. At the 2024 GRAMMYs, she performed her hit "Flowers," which was crowned the best-selling single of 2023, earning her awards for Best Pop Solo Performance and Record of the Year. Additionally, her collaboration with Beyoncé in 2025 won acclaim as the Best Country Duo Performance.

Outside of her music career, Cyrus has been featured in campaigns for notable perfumes, starred in the Netflix series Black Mirror, and actively supports various philanthropic endeavors, including her Happy Hippie Foundation and the newly established Miley Cyrus Foundation, which focuses on supporting mothers from diverse backgrounds.

As Cyrus states, "Welcome to the next era of beauty. Maybe she’s born with it. Maybe it's Miley." This partnership is poised to redefine beauty standards while celebrating individuality and self-expression. Through her voice and vision, Miley Cyrus is undoubtedly bringing a new meaning to the beauty landscape, marking Maybelline's next chapter as one that empowers all.