- Miley Cyrus is the new global spokesperson of Maybelline New York.
- As part of the partnership, she is recreating the iconic “Maybe it’s Maybelline” jingle with a new Miley Cyrus spin. “I remember singing the Maybelline jingle as a kid and imagining it was me on the screen,” said Cyrus in a statement. “Now, it is.”
- This long-term partnership includes a new cross channel campaign that includes TV, digital, social and in-store activations starting September 2025, as well as new product launches.
Miley Cyrus is joining a long line of iconic faces who have represented the brand from Betty to Lynda Carter and Christy Turlington to Gigi Hadid. But she is the first to rewrite the sound of its iconic jingle herself. The brand is obviously using her iconic face and talent to reach consumers at a time when music and makeup have been converging.
Earlier this year, Sephora debuted the Faces of Music documentary on Hulu featuring Chappell Roan, highlighting how makeup can help create the artist. Last fall, e.l.f. Cosmetics released the ‘Get Ready With Music, The Album,” a record that celebrated artists and offered a soundtrack for putting on makeup. This latest effort from Maybelline will bring together Cyrus’ face and music.
“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, in a statement. “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.”
