Mumbai: Maybelline New York, the world’s number one makeup brand, has announced multi-platinum recording artist and international music icon Miley Cyrus as its newest global spokesperson. To mark the collaboration, Cyrus has reimagined Maybelline’s legendary “Maybe it’s Maybelline” jingle, bringing her voice, vision, and fearless energy to a new era of beauty.
“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is. To take something so iconic and make it mine—it’s powerful and personal,” said Miley Cyrus. “This partnership brings together two core parts of me. 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. Maybelline shares my belief that makeup should be expressive, ever-evolving. Partnering with Maybelline, a brand that celebrates meaningful values, self-expression and play, felt like the most natural fit in this stage of my life.”
The campaign fuses nostalgia with reinvention, celebrating creative self-expression and the convergence of music and makeup. It marks a new chapter for Maybelline, offering consumers innovative ways to feel empowered and express themselves.
“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. “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.”
“At a time when self-expression is redefining culture across India, Miley Cyrus stands out as a true icon of fearless individuality and creative freedom. This collaboration marks a significant moment in beauty, where music, attitude, and authenticity converge,” said Jessica Laila Rode, General Manager – Maybelline New York India. “More than just makeup, this collaboration is about inspiring people to embrace their personal narrative without compromise. We are proud to bring this bold, global vision to India, celebrating confidence, creative expression, and the freedom to be unapologetically yourself.”
The long-term partnership will see Miley Cyrus as the face of upcoming launches, including new color launches and the brand’s viral Sky High mascara, with campaign activations rolling out across TV, digital, social, and in-store starting September 2025.
“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,” added Miley Cyrus.
