Miley Cyrus Joins Forces with Maybelline: A Bold New Era of Beauty Begins
Newszy: Dubai, UAE – In a strategic move destined to reshape the landscape of beauty marketing, Maybelline New York, the world’s leading cosmetics brand, has appointed internationally renowned recording artist Miley Cyrus as its latest global ambassador. This collaboration signifies not only a new chapter for the brand but also a powerful reimagining of its iconic slogan, “Maybe it’s Maybelline.” With Cyrus’s unique sound and unwavering energy, the jingle—long synonymous with self-expression and empowerment—now enters an exhilarating phase of modernity.
“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is. To take something so iconic and make it mine—it’s powerful and personal,” Cyrus remarked, reflecting on the significance of this partnership. She emphasized the convergence of her musical artistry and the world of makeup, stating, “Within music, there’s performance and honesty—makeup enhances both. It’s how I tell my truth without saying a word. Maybelline shares my belief that makeup should be expressive and ever-evolving. Partnering with Maybelline, a brand that celebrates creativity and play, felt like the most natural fit in this stage of my life.”
This collaboration not only highlights the intersection of music and beauty but also serves as a reminder of the significance that such partnerships hold in today’s digital landscape. With Cyrus’s formidable fan base and her influence within contemporary culture, the partnership marks the dawn of a new era wherein self-expression and creativity are at the forefront. The campaign seeks to take a nostalgic jingle and transform it into a symbol of personal empowerment—a concept that resonates deeply in modern discourse around beauty standards.
“With her unmistakable voice and vision, she turns our iconic jingle into something raw, intimate, and powerfully reflective of this Maybelline era,” said Sandrine Jolly, Global Brand President of Maybelline New York. “Miley is more than a global icon—she is a muse of modern beauty. Her creativity and artistry dance between strength and sensitivity.” Such endorsements reflect society’s evolving definition of beauty, where fluidity and authenticity reign supreme.
The campaign, which is set to launch in September 2025, will feature the reimagined jingle as its linchpin. Audiences can anticipate diverse touchpoints, including television commercials, digital content, and in-store activations that underscore the brand’s commitment to creativity. This partnership extends beyond marketing; Miley Cyrus will also be front and center for the introduction of upcoming offerings, including a new color collection and the highly successful Sky High mascara—an emblem of the brand’s innovation in the cosmetic industry.
Cyrus added, “I think this campaign shows that beauty is fluid, that confidence can look a million different ways, and that you were born with it all along.” This message is particularly significant in a world that increasingly values individuality over conformity, challenging traditional notions of beauty that have persisted for decades.
About Maybelline New York
Maybelline New York proudly holds the title of the number one cosmetic brand globally, with its products available in over 120 countries. The brand combines cutting-edge formulas with contemporary trends and a quintessential New York City flair. Its mission is straightforward yet ambitious: to provide innovative, accessible, and effortless cosmetics that resonate with all consumers, regardless of their backgrounds.
About Miley Cyrus
Miley Cyrus has consistently captivated audiences across generations, solidifying her standing as a multifaceted artist. Recognized for her dynamic presence in pop culture, Cyrus’s artistry transcends boundaries, continually evolving to reflect her growth. Her accolades include performances at the Grammy Awards, where she took home the award for Best Pop Solo Performance and Record of the Year in 2024 for her song “Flowers.” She has further broadened her artistic repertoire with diverse collaborations, including a notable partnership with Beyoncé.
Beyond her musical endeavors, Cyrus has also represented luxury brands like Gucci and Dolce & Gabbana and showcased her acting skills in Netflix’s Black Mirror. Her philanthropic contributions have raised millions for youth and women-focused initiatives, amplifying her influence beyond the entertainment sector and solidifying her as a role model for aspiring artists and advocates alike.
As Maybelline and Miley Cyrus embark on this innovative journey together, they invite consumers to redefine beauty on their own terms—wearing their confidence as boldly as they apply their makeup. The world eagerly anticipates the impact of this collaboration, as it promises to resonate deeply with the ever-evolving narrative of self-expression.
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