Maybelline New York has named global music icon Miley Cyrus as its newest spokesperson, marking the start of a bold new era for the brand. The collaboration debuts with Miley reimagining the iconic jingle “Maybe it’s Maybelline” in her own voice, symbolizing a fusion of music, beauty, and self-expression.
The partnership celebrates individuality and creativity, with Miley fronting upcoming campaigns and product launches, including a new color collection and Maybelline’s viral Sky High Mascara. Leaders from Maybelline globally and in India highlighted the cultural relevance of the collaboration, positioning Miley as an icon of fearless self-expression.
The campaign launches in September 2025 across TV, digital, social, and in-store platforms, aiming to inspire confidence and authenticity worldwide.