Maybelline New York has tapped multi-platinum singer Miley Cyrus as its new global spokesperson, kicking off a campaign that revamps the brand’s legendary Maybe it’s Maybelline jingle.
Cyrus brings her signature energy and fearless creativity to the campaign, merging music and beauty in a bold reinvention of the classic tune. The new jingle is accompanied by a short music video where Cyrus is seen strutting into a photoshoot, putting on mascara and singing the new jingle in a recording studio.
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“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is,” said Cyrus.
“Makeup enhances performance and honesty—it’s how I tell my truth without saying a word. Partnering with Maybelline, a brand that celebrates self-expression and play, felt like the most natural fit in this stage of my life,” she added.
Cyrus summed up the campaign’s ethos: “Beauty is fluid, confidence can look a million different ways, and you were born with it all along.”
The partnership launches across TV, digital, social, and in-store activations starting September 2025. Cyrus will also front major upcoming product launches, including a new color range and the brand’s viral Sky High mascara.
“Miley is more than a global icon—she is a muse of modern beauty. With her unmistakable voice and vision, she turns our iconic jingle into something raw, intimate, and powerfully reflective of this Maybelline era,” said Sandrine Jolly, global brand president of Maybelline New York.
Beyond music, Cyrus has fronted campaigns for Gucci’s Flora fragrance and Dolce & Gabbana. Most recently, she was the face of Maison Margiela’s Fall 2025 campaign, making history as the maison’s first celebrity campaign star.
As part of the campaign, Cyrus stripped down to nothing but white paint and the fashion brand’s signature Tabi boots. Meanwhile, in choosing Cyrus, the brand is signaling a shift from anonymity and towards cultural icons.
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