Maybe It’s Miley: The New Face (and Voice) of Maybelline
MAYBE IT'S MILEY: A NEW ERA
Maybelline New York, the world’s number one makeup brand, has officially announced multi-platinum recording artist and cultural powerhouse Miley Cyrus as its newest global face. Known for her fearless self-expression and boundary-pushing artistry, Miley steps into this role with a bold reimagining of the legendary “Maybe it’s Maybelline” jingle, released September 25 on YouTube.
A New Era for an Iconic Sound
For decades, the Maybelline jingle has been synonymous with confidence and beauty. Now, Miley’s unmistakable voice and raw artistry breathe new life into the sound, transforming it into something intimate, powerful, and unmistakably hers.
“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is,” Miley shared. “To take something so iconic and make it mine—it's powerful and personal. Makeup has always been a way I tell my truth without saying a word.”
Makeup Meets Music
This long-term partnership represents more than a campaign—it’s a cultural moment. With Miley at the helm, Maybelline bridges nostalgia with reinvention, celebrating creativity, individuality, and the fluidity of modern beauty. From major color launches to the viral Sky High Mascara, her bold energy will be infused across the brand’s most anticipated rollouts.
“Miley is more than a global icon—she is a muse of modern beauty,” said Sandrine Jolly, Global Brand President of Maybelline New York. “Her creativity and artistry dance between strength and sensitivity. She brings a deeply personal lens to beauty that is expressive and emotional.”
The Power of Expression
As Maybelline leans into a new era, Miley becomes not just the face of the brand, but the heartbeat of its message: that beauty is expressive, evolving, and deeply personal. Her remix of the jingle serves as the anthem for this vision—uniting music and makeup in a way that empowers people to show up as their truest selves.
“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,” Miley added.
With this collaboration, Maybelline and Miley Cyrus prove that when it comes to self-expression, the possibilities are limitless.
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