Full Breakdown
Miley Cyrus Becomes Global Ambassador for Maybelline New York
9/25/2025, 11:49:58 PM
Partnership Overview
Maybelline New York has appointed Miley Cyrus as its new global spokesperson, marking a significant partnership that intertwines music and beauty. This collaboration will feature Cyrus in a campaign that reimagines the iconic “Maybe it’s Maybelline” jingle, which she has recorded in her own style. The campaign is set to launch in September 2025 and will include various promotional activities across television, digital platforms, social media, and in-store displays.
Campaign Details and Themes
The partnership aims to highlight themes of self-expression and fluidity in beauty. Cyrus stated, “This campaign shows that beauty is fluid, that confidence can look a million different ways, and that you were born with it all along.” The campaign will also showcase upcoming product launches, including the brand's popular Sky High mascara and a new color line. Sandrine Jolly, Global Brand President at Maybelline, emphasized Cyrus's role as a "muse of modern beauty," noting her ability to blend strength and sensitivity in her artistry.
Historical Context and Brand Evolution
Cyrus joins a legacy of notable figures who have represented Maybelline, including Christy Turlington and Gigi Hadid. The brand's strategy reflects a cultural reset, aiming to appeal to a multigenerational audience by pairing contemporary icons with its heritage. The refreshed jingle, rooted in the vibrant energy of New York City, is designed to resonate with modern values of empowerment and self-expression while invoking nostalgia.
Official Statements
Maybelline's Sandrine Jolly remarked, “Miley is more than a global icon—she is a muse of modern beauty. Her creativity and artistry dance between strength and sensitivity.” Cyrus echoed this sentiment, stating, “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.”
Criticism & Opposition
While the partnership has been largely celebrated, some critics argue that the blending of music and makeup may dilute the authenticity of both art forms. Concerns have been raised about the commercialization of personal expression in the beauty industry, questioning whether such collaborations genuinely reflect the values they promote.
Verbatim Quotes
- “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,” — Miley Cyrus
- “To take something so iconic and make it mine—it’s powerful and personal,” said Miley Cyrus.” — Miley Cyrus
- “Miley is more than a global icon—she is a muse of modern beauty.” — Sandrine Jolly, Global Brand President, Maybelline New York
- “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,” — Miley Cyrus
What's Next
The first campaign featuring Miley Cyrus will roll out in September 2025, with additional product launches and promotional activities planned for the future. This partnership signifies a new era for Maybelline, aiming to redefine beauty standards and connect with younger audiences through authentic representation.