Key takeaways
- Miley Cyrus is the brand new international face of Maybelline, main main launches and campaigns for the model.
- She has reimagined the enduring “Possibly she’s born with it, perhaps it’s Maybelline” jingle, a nostalgic but refreshed cultural hook.
- Maybelline positions her as a muse of recent magnificence, embodying expressive, fluid, and emotional approaches to make-up.
- The collaboration faucets into Cyrus’ private historical past with the model and leverages her international affect for deeper cultural resonance.
- This transfer displays Maybelline’s broader technique to align with genuine icons and seize a brand new period of magnificence customers.
Cyrus reimagines the model’s iconic jingle whereas fronting flagship product launches.
Maybelline has formally named Miley Cyrus as its new global spokesperson, signaling a daring shift in how the model frames its magnificence narrative. The choice aligns with Maybelline’s mission to place make-up not as a inflexible commonplace of perfection however as a type of self-expression that evolves with cultural and private id.
For Cyrus, the partnership appears like a pure match. “Maybelline shares my perception that make-up needs to be expressive, ever-evolving,” she stated, framing the collaboration as a mirrored image of her personal profession trajectory and inventive outlook.
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Reimagining an Iconic Jingle
Probably the most placing components of the partnership is Cyrus’ position in reinterpreting Maybelline’s well-known tagline: “Possibly she’s born with it, perhaps it’s Maybelline.” For many years, the jingle has been synonymous with magnificence promoting.
By permitting Cyrus to carry her voice and creativity to the road, Maybelline seeks each to honor its legacy and inject contemporary cultural relevance. Cyrus herself famous that as a baby, she would sing the jingle and picture her face on display screen—a dream that has now materialized.
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Driving the Subsequent Wave of Campaigns
Cyrus will entrance campaigns for a few of Maybelline’s most necessary merchandise, together with the worldwide best-seller Sky Excessive Mascara, the Tremendous Keep Vinyl Ink lipstick, and the On the spot Age Rewind concealer.
@maybelline_uk Limitless size. Limitless potentialities. @Miley Cyrus X Sky Excessive #maybeitsmiley
These campaigns are designed not solely to spotlight product efficiency but additionally to place magnificence as fluid, adaptable, and deeply private. As World Model President, Sandrine Jolly put it,
“Miley is greater than a worldwide icon – she is a muse of recent magnificence. Her creativity and artistry dance between power and sensitivity.”
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Private Connection and Cultural Relevance
This partnership will not be being constructed from scratch. Cyrus has quietly championed Maybelline for months, carrying its merchandise at high-profile occasions just like the Grammys and the Met Gala earlier than the collaboration was introduced.
@mileycyrus I used to look at Maybelline commercials on TV and picture myself because the face of the model. Now, I’ve reimagined the enduring ‘Possibly she’s born with it, Possibly it’s Maybelline’ jingle with a brand new track. Love you! 💋
The delicate buildup created anticipation and underscored the authenticity of the connection. Extra importantly, the marketing campaign ties into Cyrus’ broader narrative of private reinvention, the place every “period” of her profession displays an ongoing metamorphosis—a theme that resonates strongly with Maybelline’s evolving method to magnificence.
The Broader Business Shift
Celeb partnerships in magnificence are nothing new, however Maybelline’s transfer stands out for the way it leans into authenticity and nostalgia concurrently. Whereas newer celebrity-led manufacturers like Uncommon Magnificence or Rhode are disrupting from outdoors the legacy mannequin, Maybelline is demonstrating that established gamers can nonetheless reinvent themselves by aligning with figures who embody each cultural relevance and private storytelling.
For Maybelline, Cyrus represents not only a advertising face however a bridge between generations of customers—longtime loyalists and youthful audiences formed by TikTok-driven trends.
Trying Forward
The Miley Cyrus partnership displays Maybelline’s dedication to maintain its place on the heart of magnificence tradition whereas additionally reasserting its model id in a crowded, fragmented market. By infusing campaigns with each nostalgia and reinvention, Maybelline indicators its intent to thrive in an period the place magnificence is much less about becoming in and extra about standing out.
