Miley Cyrus gives Maybelline’s iconic jingle a Gen Z reboot
Maybelline taps pop icon Miley Cyrus to modernize its legendary jingle and drive cultural relevance
Maybelline New York is rewriting one of the most recognizable beauty jingles in the world, and it is doing so with Miley Cyrus as the voice behind the refresh.
The brand has named the pop star and culture disruptor as its new global spokesperson, anchoring a campaign that revives the decades-old "Maybe she’s born with it. Maybe it’s Maybelline" jingle. The new version lands with a short music video that blends studio sessions and beauty shots, positioning Cyrus as both muse and narrator of this reimagined era.
This article explores what this collaboration means for Maybelline’s positioning, the evolving role of celebrity in beauty branding, and why marketers should take note.
Short on time?
Here’s a table of contents for quick access:
- What’s new in Maybelline’s latest campaign?
- Why this matters: celebrity culture meets brand legacy
- What marketers should know
Patrecia Meliana
What's new in Maybelline's latest campaign?
The campaign centers on a modern reboot of Maybelline’s iconic jingle, now delivered in Miley Cyrus’s unmistakable voice. In a cinematic short video, Cyrus is seen walking into a shoot, applying mascara, and singing the refreshed tune inside a recording studio.
“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is,” said Cyrus. Her involvement blends nostalgia with pop culture power, capturing attention across generations.
Beyond the jingle, Cyrus will headline product launches through 2025, including new color ranges and a global push behind Maybelline’s Sky High mascara, which has already gone viral on TikTok. The campaign will span TV, social, digital, and in-store executions globally beginning September 2025.
Celebrity culture meets brand legacy
This is not just a celebrity endorsement. It is a full-scale reinvention of brand identity, with Maybelline leaning into a culture-first strategy rather than product-first messaging. For a beauty brand known historically for its mass-market roots, bringing in Miley Cyrus signals a move toward cultural fluency and generational relevance.
“Makeup enhances performance and honesty—it’s how I tell my truth without saying a word,” said Cyrus. “Beauty is fluid, confidence can look a million different ways, and you were born with it all along.” That ethos mirrors current consumer values around authenticity, gender fluidity, and expression, something legacy beauty brands have often struggled to articulate convincingly.
According to Global Brand President Sandrine Jolly, “Miley is more than a global icon, she is a muse of modern beauty.” Jolly’s framing positions Cyrus as a creative collaborator, not just a marketing mouthpiece.
This campaign also reflects a broader shift in how brands are leveraging celebrity. Cyrus’s recent fashion-forward campaigns with Gucci and Maison Margiela illustrate her credibility beyond music, making her a strategic asset in storytelling, not just attention-grabbing.
What marketers should know
For beauty marketers and brand strategists, Maybelline’s latest campaign is more than a pop culture moment. It offers practical lessons on how legacy brands can refresh their identity without losing credibility. Here are four key takeaways:
1. Nostalgia marketing works when it is remixed
Maybelline did not create a new slogan, it reimagined a beloved one. That is a powerful tactic for brands trying to modernize without abandoning identity. Marketers should take note of how legacy assets can be culturally updated rather than replaced.
Patrecia Meliana
2. Celebrity campaigns now demand narrative, not just reach
The days of static celebrity ads are over. Today’s consumers expect campaigns that tell a story, reflect values, and feel like cultural moments. Maybelline’s music video-style rollout and behind-the-scenes storytelling elevate the partnership beyond product placement.
Patrecia Meliana
3. Cultural fluency matters more than brand authority
In the current landscape, consumers trust creators more than corporations. By giving Cyrus creative space and aligning with her message of expression, Maybelline borrows credibility from culture instead of asserting authority from above.
4. Multi-channel rollouts are non-negotiable
With TV, social, and in-store activations, the campaign shows the value of omnichannel integration. Marketers should plan beyond splashy digital drops and consider where else the brand narrative can live in consumers’ lives.
Maybelline’s Miley Cyrus campaign is not just a celeb collab, it is a brand reawakening. By remixing nostalgia with cultural edge, the beauty giant is asserting its relevance in a market that is increasingly driven by identity, authenticity, and creative alignment.
For marketers, this campaign is a case study in how to fuse brand legacy with cultural momentum without losing either.
