Maybelline New York has appointed Miley Cyrus as its newest global ambassador, marking the start of a long-term partnership. The announcement signals a new chapter for the brand and reflects its focus on self-expression and creativity through makeup.
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“Maybelline shares my belief that makeup should be expressive, ever-evolving,” Cyrus said. “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.”
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The announcement comes during a pivotal time for Cyrus, following her Grammy-winning performance of Flowers in 2024, a 2025 award with Beyoncé, and the Tribeca premiere of her visual album Something Beautiful. Beyond music, she has fronted campaigns for Gucci Flora and Dolce & Gabbana, acted in Black Mirror, and advanced her activism through the Happy Hippie Foundation and the new Miley Cyrus Foundation supporting mothers.
Sandrine Jolly, Global Brand President of Maybelline New York, emphasized the synergy between artist and brand. “Miley is more than a global icon – she is a muse of modern beauty. Her creativity and artistry dance between strength and sensitivity,” Jolly said. “She brings a deeply personal lens to beauty that is expressive and emotional.”
Cyrus will appear in upcoming campaigns for Maybelline, which include new color releases and the brand’s Sky High mascara. Known as a viral phenomenon, the mascara will serve as a key product in campaigns featuring the singer. “I think this campaign shows that beauty is fluid, that confidence can look a million different ways, and that you were born with it all along,” Cyrus said, connecting her personal philosophy to the campaign’s message.
The collaboration introduces a modern vision for Maybelline, grounded in individuality and creative freedom. It sets out to show makeup as a tool for expression and play, while reinforcing Cyrus’s place as an artist who continues to reinvent herself across platforms.
