Maybelline New York has welcomed multi-platinum recording artist and international music icon Miley Cyrus as its newest global spokesperson.

The songstress, who won the Grammy this past year for Best Pop Solo Performance for her hit song “Flowers,” will reimagine the leading makeup brand’s iconic jingle.

“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’s powerful and personal. 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.”

Boundary-Pushing Campaign

In a boundary-pushing campaign that bridges nostalgia and reinvention, Maybelline and Miley Cyrus join forces to bring meaning to beauty, celebrating creative expression. This marks the beginning of a new era where music and makeup converge – offering fans a fresh way to express themselves and feel empowered, says the brand.

“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 partnership kicks off with Cyrus reimagining the Maybelline jingle as the heartbeat of the campaign, which will roll out across TV, digital, social and in-store activations starting this month. It will also spotlight Cyrus as the face of major upcoming launches, including a new color launch and the brand’s viral mascara phenomenon, Sky High.

“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,” added Cyrus.