Maybelline New York has officially named global music icon Miley Cyrus as its newest global ambassador, ushering in a dynamic new era for the iconic beauty brand.
The partnership kicks off with a high-energy campaign that reimagines Maybelline’s legendary “Maybe she’s born with it” jingle. Set inside a music studio, the visuals feature Cyrus in a fresh, expressive look—sparkly natural lips, shimmering eyeshadow, and full, dramatic lashes—blending her signature style with the brand’s bold aesthetic.
“As a kid, I’d sing the Maybelline jingle and imagine myself on the screen. Now, that dream is real,” said Cyrus, who won her first Grammy last year for her hit single Flowers. “Taking something so iconic and making it mine—it’s powerful and personal.”
She continued:
“This partnership brings together two core parts of me. You can’t separate makeup from music. In 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 a brand that celebrates self-expression, play, and meaningful values felt like the most natural fit at this stage of my life.”
The L’Oréal-owned brand confirmed that Cyrus will also front several major upcoming launches, including a new color collection and the brand’s cult-favorite Sky High Mascara.
“Miley is more than a global icon—she embodies modern beauty,” said Sandrine Jolly, Global Brand President of Maybelline New York. “Her creativity and artistry blend strength with vulnerability. With her unmistakable voice and vision, she transforms our iconic jingle into something raw, intimate, and powerfully reflective of this new Maybelline era.”
The debut Maybelline x Miley campaign will launch this month across TV, digital, social media, and in-store platforms.
Miley Cyrus joins a growing roster of Maybelline celebrity ambassadors, including Shay Mitchell, who was appointed in August last year, and Peggy Gou.
Images Courtesy of Maybelline
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