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Miley Cyrus Becomes Maybelline's Global Ambassador, Launching 2025 Campaign

9/25/2025

50 7 Full Breakdown

Summary

Story summary

Maybelline New York names Miley Cyrus as global ambassador in a long-term partnership.
The campaign recreates the 'Maybe it’s Maybelline' jingle with a personal twist.
It debuts September 2025 across TV, digital, social, and in-store promotions.
Sandrine Jolly, Maybelline's global brand president, calls Cyrus a muse.
The partnership includes Sky High mascara and a color line.

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Story summary

Maybelline New York names Miley Cyrus as global ambassador in a long-term partnership.
The campaign recreates the 'Maybe it’s Maybelline' jingle with a personal twist.
It debuts September 2025 across TV, digital, social, and in-store promotions.
Sandrine Jolly, Maybelline's global brand president, calls Cyrus a muse.
The partnership includes Sky High mascara and a color line.