Miley Cyrus Becomes Global Ambassador for Maybelline New York
Published
September 24, 2025
In a significant move for both the beauty and music industries, Maybelline New York has announced the appointment of international music sensation Miley Cyrus as its newest global ambassador. This partnership marks a fresh chapter for the iconic cosmetics brand, which has long been synonymous with self-expression and creativity.
A New Era for Maybelline
The collaboration was unveiled on Wednesday, with Cyrus featured prominently in a new campaign that reinterprets Maybelline’s classic slogan, “Maybe it’s Maybelline.” The campaign showcases Cyrus in a vibrant music studio setting, adorned with a sparkling natural lip and coordinating eye shadow, complemented by full lashes. This visual representation not only highlights the brand’s commitment to beauty but also aligns with Cyrus’s artistic persona.
Cyrus, who recently celebrated her first Grammy Award win for her hit song “Flowers,” expressed her excitement about the partnership. “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,” she stated. This sentiment reflects a broader trend in the beauty industry, where personal narratives and authenticity are increasingly valued.
The Intersection of Music and Beauty
Cyrus’s remarks underscore the intrinsic connection between music and makeup. “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,” she elaborated. This perspective resonates with many artists who view makeup as a form of self-expression, allowing them to convey emotions and narratives without uttering a single lyric.
Maybelline, a subsidiary of L’Oréal, has long championed the idea that beauty should be both expressive and ever-evolving. The brand’s ethos aligns seamlessly with Cyrus’s artistic vision, making this partnership a natural fit. “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,” Cyrus added.
A Strategic Move for Maybelline
The collaboration is not just a marketing strategy; it represents a calculated effort by Maybelline to resonate with a younger, more diverse audience. As beauty brands increasingly seek to connect with consumers on a personal level, Cyrus’s influence as a global icon offers Maybelline a unique opportunity to engage with fans across various platforms.
Sandrine Jolly, the global brand president of Maybelline New York, praised Cyrus’s multifaceted artistry. “Miley is more than a global icon-she is a muse of modern beauty. Her creativity and artistry dance between strength and sensitivity,” Jolly remarked. This acknowledgment of Cyrus’s emotional depth and artistic vision highlights the brand’s commitment to authenticity in its messaging.
Upcoming Campaigns and Product Launches
As part of this partnership, Cyrus will also serve as the face of several major upcoming launches, including a new color line and the highly anticipated mascara, Sky High. The first campaign featuring Cyrus is set to roll out across various media platforms, including television, digital, social media, and in-store activations, starting this month.
Cyrus joins a roster of notable Maybelline ambassadors, including Shay Mitchell, who was appointed as a global brand ambassador in August of the previous year, and DJ Peggy Gou. This diverse lineup reflects Maybelline’s strategy to embrace a wide range of voices and perspectives in the beauty industry.
Historical Context and Industry Trends
The beauty industry has seen a significant shift in recent years, with brands increasingly prioritizing inclusivity and representation. This trend is not merely a marketing tactic; it reflects a broader societal movement towards authenticity and self-acceptance. As consumers become more discerning, they seek brands that resonate with their values and experiences.
Cyrus’s appointment as Maybelline’s ambassador is emblematic of this shift. Her journey from a child star on Disney’s “Hannah Montana” to a Grammy-winning artist has been marked by a commitment to authenticity and self-expression. This evolution mirrors the changing landscape of the beauty industry, where consumers are looking for more than just products-they want stories and connections.
Conclusion
Miley Cyrus’s new role as a global ambassador for Maybelline New York signifies more than just a partnership between a beauty brand and a music icon. It represents a convergence of artistry, self-expression, and authenticity that resonates deeply with today’s consumers. As the campaign unfolds, it will be interesting to see how Cyrus’s unique perspective influences the brand’s messaging and product offerings, further solidifying Maybelline’s position in the ever-evolving beauty landscape.
