Globally renowned makeup brand Maybelline New York has announced global music icon Miley Cyrus as its newest spokesperson, marking the beginning of a bold new chapter for the brand. The partnership reimagines the legendary ‘Maybe it’s Maybelline’ jingle through Cyrus’ distinctive voice and fearless energy, blending nostalgia with reinvention.
“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,” said Miley Cyrus.
“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. 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,” she added.
The long-term partnership will debut across TV, digital, social, and in-store activations beginning September 2025. Cyrus will front major launches, including a new color line and the brand’s viral mascara phenomenon, Sky High.
“Miley is more than a global icon—she is a muse of modern beauty. Her creativity and artistry dance between strength and sensitivity,” said Sandrine Jolly, Global Brand President, Maybelline New York. “She brings a deeply personal lens to beauty that is expressive and emotional. With her unmistakable voice and vision, she turns our iconic jingle into something raw, intimate, and powerfully reflective of this Maybelline era.”
Adding to the India context, Jessica Laila Rode, General Manager – Maybelline New York India, said, “At a time when self-expression is redefining culture across India, Miley Cyrus stands out as a true icon of fearless individuality and creative freedom. This collaboration marks a significant moment in beauty, where music, attitude, and authenticity converge.”
With the tagline updated to ‘Maybe she’s born with it. Maybe it’s Miley,’ the campaign underscores Maybelline’s commitment to beauty as self-expression, empowerment, and creative freedom.
Cyrus, who recently made headlines with her GRAMMY-winning hit ‘Flowers’ and her chart-topping collaborations, continues to bridge music, fashion, and culture. Beyond music, her philanthropic initiatives through The Miley Cyrus Foundation and Happy Hippie Foundation reinforce her role as an advocate for individuality and inclusivity—values that align with Maybelline’s own global mission.
