Miley Cyrus is Maybelline’s newest brand ambassador

Maybelline New York announced on Wednesday the appointment of international music icon Miley Cyrus as its newest global ambassador.

Mily Cyrus for Maybelline – Courtesy

The new partnership features Cyrus in a new campaign reimagining the U.S. cosmetic giant’s well-known “Maybe its Maybelline” jingle, with the singer sporting a fresh, makeup look including a sparkly natural lip and matching eye shadow with full lashes, inside a music studio.

“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 Cyrus, who last year won her first-ever Grammy Award for her pop song,”Flowers”.

“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 L’Oreal-owned beauty brand said it will also recruit Cyrus as the face of major upcoming launches, including a new color launch and the brand’s mascara, Sky High. 

“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.”

The very first Maybelline New York x Miley Cyrus campaign will roll out across TV, digital, social, and in-store activations starting this month.

Cyrus joins fellow Maybelline celebrity ambassadors Shay Mitchell, appointed global brand ambassador in August last year, and Peggy Gou.