New York, USA – Maybelline New York has announced a reimagining of the brand’s long-running “Maybe it’s Maybelline” jingle, alongside popular singer-songwriter Miley Cyrus, who has re-recorded it in her own style. It should be noted that Cyrus has also been named as a global spokesperson for the brand.
“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,” she added.
The campaign, which emphasises themes of nostalgia and reinvention, will feature Cyrus across television, digital, social media, and in-store promotions beginning in September 2025. She will also appear in campaigns for upcoming product launches, including new color releases and the brand’s Sky High mascara.
“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 of 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.”
Cyrus said the campaign aims to expand ideas of what beauty can mean. “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,” she said.