Pop sensation Miley Cyrus is the new global spokesperson for Maybelline New York.
The multi-platinum recording artist has kicked off a “long-term partnership” by lending her voice to a reimagined version of the brand’s signature ‘Maybe it's Maybelline’ jingle.
She was tapped for the role due to her “unmistakable sound and fearless energy”, according to the L'Oréal-owned make-up business.
"I remember singing the Maybelline jingle as a kid and imagining it was me on the screen,” said Cyrus.
“Now, it is. To take something so iconic and make it mine – it is powerful and personal.
"This partnership brings together two core parts of me. You cannot erase make-up from music.
“Maybelline shares my belief that make-up 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 reimagined jingle will serve as the core of the campaign, which will roll out across television, digital, social and in-store activations starting September 2025.
Cyrus will also feature on a series of “major upcoming launches”, including a new colour sku and the brand's mascara Sky High.
"Miley is more than a global icon – she is a muse of modern beauty,” said Sandrine Jolly, Global Brand President, Maybelline New York.
“Her creativity and artistry dance between strength and sensitivity.
“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’ partnership with Maybelline New York comes at a time when more beauty brands are tapping into music collaborations to solidify their brands in the minds of consumers.