Maybelline New York has officially announced global superstar Miley Cyrus as its new brand ambassador, marking the beginning of an exciting new chapter for the iconic beauty company. The award-winning artist brings her bold personality and distinctive style to the brand’s latest campaigns, while also reimagining Maybelline’s legendary jingle, “Maybe she’s born with it, maybe it’s Maybelline.”
A Dream Turned Into Reality
For Cyrus, the partnership is more than just a beauty deal — it’s a childhood dream come true.
“When I was a kid, I would sing Maybelline’s jingle and imagine myself on screen. Now that dream is real,” Miley explained. “Music and makeup are inseparable for me. Music is how I express my emotions, while makeup is the language I use to show them. Working with Maybelline feels special because we share values around self-expression and confidence.”
This collaboration highlights Maybelline’s commitment to celebrating individuality, while also aligning perfectly with Cyrus’s message of empowerment and authenticity.
Maybelline’s Vision: Modern Beauty for a Global Audience
Sandrine Jolly, Global Brand President of Maybelline New York, praised Cyrus’s involvement:
“Miley is not only a world-class music star but also a symbol of modern beauty. Her unique interpretation makes our brand’s music more personal and powerful.”
The partnership positions Maybelline as a brand that continues to evolve with cultural icons while staying true to its core values of inclusivity, empowerment, and confidence.
New Campaigns and Products
Beginning in September 2025, Cyrus will front a series of new campaigns across digital, social, and traditional media. As the face of Maybelline, she will represent:
- A brand-new lipstick collection
- The globally loved Sky High Mascara
- Campaigns that emphasize self-expression and confidence
Her presence is expected to give a fresh, dynamic energy to the brand’s international image, appealing to both long-time fans and new generations of beauty enthusiasts.
Redefining Beauty With Confidence
Cyrus summarized the campaign’s philosophy:
“This campaign shows that beauty knows no limits, and confidence looks different for everyone. The most important thing is realizing that all of this already exists within you.”
Her involvement emphasizes that beauty is no longer about fitting into a mold but about embracing individuality, diversity, and personal strength.
Why This Collaboration Matters
The collaboration between Miley Cyrus and Maybelline signals more than just a star-studded marketing move. It reflects:
- A global shift toward authenticity in beauty campaigns
- The intersection of music, culture, and fashion in shaping modern identity
- A celebration of confidence as the new standard of beauty
By choosing Cyrus, Maybelline highlights the importance of connecting with consumers on a deeper level — through music, storytelling, and self-expression.
