India, September 25, 2025: Maybelline New York, the number one makeup brand in the world, proudly welcomes multi-platinum recording artist and international music icon Miley Cyrus as its newest global spokesperson with a bold reimagining of the world-famous “Maybe it’s Maybelline” jingle. Long associated with self-expression and confidence, the jingle enters a new chapter – transformed through Miley Cyrus’ unmistakable sound and fearless energy.
“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.”
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.
“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.”
“At a time when self-expression is redefining culture across India, Miley Cyrus stands out as a true icon of fearless individuality and creative freedom. This collaboration marks a significant moment in beauty, where music, attitude, and authenticity converge.” said Jessica Laila Rode, General Manager – Maybelline New York India. “More than just makeup, this collaboration is about inspiring people to embrace their personal narrative without compromise. We are proud to bring this bold, global vision to India, celebrating confidence, creative expression, and the freedom to be unapologetically yourself.”
This long-term partnership kicks off with Miley Cyrus reimagining the jingle as the heartbeat of the campaign, which will roll out across TV, digital, social, and in-store activations starting September 2025. It will also spotlight Miley 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 Miley Cyrus.
Welcome to the next era of beauty. Maybe she’s born with it. Maybe it’s Miley.