- Miley Cyrus is the new global face of Maybelline, leading major launches and campaigns for the brand.
- She has reimagined the iconic “Maybe she’s born with it, maybe it’s Maybelline” jingle, a nostalgic yet refreshed cultural hook.
- Maybelline positions her as a muse of modern beauty, embodying expressive, fluid, and emotional approaches to makeup.
- The collaboration taps into Cyrus’ personal history with the brand and leverages her global influence for deeper cultural resonance.
- This move reflects Maybelline’s broader strategy to align with authentic icons and capture a new era of beauty consumers.
Cyrus reimagines the brand’s iconic jingle while fronting flagship product launches.
Maybelline has officially named Miley Cyrus as its new global spokesperson, signaling a bold shift in how the brand frames its beauty narrative. The decision aligns with Maybelline’s mission to position makeup not as a rigid standard of perfection but as a form of self-expression that evolves with cultural and personal identity.
For Cyrus, the partnership feels like a natural fit. “Maybelline shares my belief that make-up should be expressive, ever-evolving,” she said, framing the collaboration as a reflection of her own career trajectory and creative outlook.
Reimagining an Iconic Jingle
One of the most striking elements of the partnership is Cyrus’ role in reinterpreting Maybelline’s famous tagline: “Maybe she’s born with it, maybe it’s Maybelline.” For decades, the jingle has been synonymous with beauty advertising.
By allowing Cyrus to bring her voice and creativity to the line, Maybelline seeks both to honor its legacy and inject fresh cultural relevance. Cyrus herself noted that as a child, she would sing the jingle and imagine her face on screen—a dream that has now materialized.
Driving the Next Wave of Campaigns
Cyrus will front campaigns for some of Maybelline’s most important products, including the global best-seller Sky High Mascara, the Super Stay Vinyl Ink lipstick, and the Instant Age Rewind concealer.
@maybelline_uk Limitless length. Limitless possibilities. @Miley Cyrus X Sky High #maybeitsmiley
These campaigns are designed not only to highlight product performance but also to position beauty as fluid, adaptable, and deeply personal. As Global Brand President, Sandrine Jolly put it,
“Miley is more than a global icon – she is a muse of modern beauty. Her creativity and artistry dance between strength and sensitivity.”
Personal Connection and Cultural Relevance
This partnership is not being built from scratch. Cyrus has quietly championed Maybelline for months, wearing its products at high-profile events like the Grammys and the Met Gala before the collaboration was announced.
@mileycyrus I used to watch Maybelline commercials on TV and imagine myself as the face of the brand. Now, I’ve reimagined the iconic ‘Maybe she’s born with it, Maybe it’s Maybelline’ jingle with a new song. Love you! 💋
The subtle buildup created anticipation and underscored the authenticity of the relationship. More importantly, the campaign ties into Cyrus’ broader narrative of personal reinvention, where each “era” of her career reflects an ongoing metamorphosis—a theme that resonates strongly with Maybelline’s evolving approach to beauty.
The Broader Industry Shift
Celebrity partnerships in beauty are nothing new, but Maybelline’s move stands out for how it leans into authenticity and nostalgia simultaneously. While newer celebrity-led brands like Rare Beauty or Rhode are disrupting from outside the legacy model, Maybelline is demonstrating that established players can still reinvent themselves by aligning with figures who embody both cultural relevance and personal storytelling.
For Maybelline, Cyrus represents not just a marketing face but a bridge between generations of consumers—longtime loyalists and younger audiences shaped by TikTok-driven trends.
Looking Ahead
The Miley Cyrus partnership reflects Maybelline’s determination to keep its place at the center of beauty culture while also reasserting its brand identity in a crowded, fragmented market. By infusing campaigns with both nostalgia and reinvention, Maybelline signals its intent to thrive in an era where beauty is less about fitting in and more about standing out.
