Miley and Maybelline are a match made in heaven as brand begins cultural reset
Maybelline New York has today announced chart-topper turned cultural chameleon Miley Cyrus as its newest global spokesperson, marking the start of a long-term partnership.
The partnership will see Cyrus front major upcoming product launches, including the brand’s viral mascara Sky High and a new colour launch. According to Cyrus, the campaign "shows that beauty is fluid, that confidence can look a million different ways, and that you were born with it all along."
"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 at Maybelline New York.
Cyrus added: "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 announcement comes just days after Maybelline revived its iconic "Maybe It’s Maybelline" jingle with a refreshed sound for a new generation of beauty consumers. The reimagined track, rooted in the energy and soundscape of New York City, was designed to reflect the brand’s modern values of empowerment, confidence and self-expression, while tapping into the nostalgia of one of beauty’s most recognisable taglines.
The dual moves signal a deliberate strategy: pairing cultural icons with heritage for multigenerational appeal. Maybelline’s roster of ambassadors has long reflected this balance, ranging from Shay Mitchell to Peggy Gou and Manny Gutierrez (Manny MUA).
Together, the jingle revival and Cyrus partnership mark what the brand calls "a new era of beauty" - one that aims to prove Maybelline can remain both timeless and trendsetting.
As the brand puts it, "Maybe she’s born with it. Maybe it’s Miley".
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