Miley Cyrus named the new global face of Maybelline

Pop icon Miley Cyrus has officially been announced as the new global spokesperson for Maybelline New York. The partnership, revealed by the L'Oréal-owned beauty brand on September 24, 2025, marks the beginning of a long-term collaboration that blends music, beauty, and self-expression.

Cyrus is fronting a new global campaign that includes a reimagining of Maybelline’s legendary jingle, “Maybe she’s born with it, maybe it’s Maybelline.” In this fresh version, Cyrus brings her distinctive voice and fearless energy to the iconic line, giving it new meaning for a generation raised on both nostalgia and reinvention.

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“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is,” Cyrus said in a press statement. “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 campaign is set to roll out across television, digital platforms, social media, and in-store promotions beginning in September 2025. Cyrus will also front several upcoming product launches, including a new color collection and the brand’s best-selling Sky High mascara, which gained viral status online.

Maybelline’s Global Brand President Sandrine Jolly called Cyrus a “muse of modern beauty,” noting her ability to blend creativity, emotion, and authenticity. “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,” Jolly added.

Cyrus had already hinted at the partnership months before its official announcement and the brand itself has been recently throwing hints and teasing its consumers.

Miley wore Maybelline makeup to high-profile events including the Grammys and Met Gala, where her looks—crafted by makeup artist James Kaliardos—spotlighted the brand’s expressive approach to beauty.

The collaboration signals a new era for Maybelline, one that merges bold individuality with cultural influence in the ever-evolving beauty landscape.