Makeup meets megastar. Maybelline New York just kicked off a new era by naming Miley Cyrus its global face—and she didn’t just sign on for a photoshoot. Cyrus has reimagined the brand’s legendary “Maybe it’s Maybelline” jingle into a bold, music-forward remix that injects the classic earworm with her unmistakable voice and fearless energy.
Miley says the partnership is deeply personal: she remembers singing the jingle as a kid and “imagining it was me on the screen,” so getting to remake it now “is powerful and personal.” For her, makeup and music are two ways to perform truth: “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.” That sentiment anchors the campaign, which blends nostalgia with reinvention and positions Maybelline as a platform for creative self-expression.
Maybelline calls Miley a muse for modern beauty: Sandrine Jolly, the brand’s Global President, notes that Cyrus “turns our iconic jingle into something raw, intimate, and powerfully reflective of this Maybelline era.” Expect that rawness to show up everywhere—TV spots, social content, in-store activations and even audio-first creative—starting this September.
The partnership goes beyond the anthem. Miley will front major product launches, including a new color collection and the brand’s viral Sky High mascara, putting a pop-star polish on the makeup items already buzzing across social feeds. The campaign leans into the idea that beauty is fluid and confidence is many things: “This campaign shows that beauty is fluid, that confidence can look a million different ways, and that you were born with it all along,” Miley says—a fitting rallying cry for a brand that’s long marketed makeup as both playful and empowering.
What this means for fans: expect high-gloss visuals, music-driven spots, and plenty of Miley-first moments you can shop instantly. It’s a collision of pop culture and beauty marketing that feels designed for viral age—a remix of a jingle that’s been in everyone’s head for decades, now flavored by an artist who’s equally at home on a stadium stage or in an intimate studio.
Welcome to the next chapter: maybe she’s born with it. Maybe it’s Miley. Either way, it’s going to be loud, colorful and impossible not to sing along to. —Noa Nichol
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