Maybelline New York is reinventing a major cultural moment with the return of its iconic jingle, “Maybe it’s Maybelline”, reimagined and brought to life by none other than global superstar Miley Cyrus.
This hallmark beauty slogan has been ingrained in the minds of makeup consumers since 1991, becoming a soundtrack to beauty conversations up until the 2010s. The jingle has received extraordinary brand recall across multiple generations, with 84% brand recall from the jingle alone, making it one of the most recognisable advertising slogans of all time.
Fast forward to 2025, and Maybelline is reimagining this ’90s icon into a digital-first sonic beat. Created in collaboration with the global leader in sonic branding, Sixième Son, and Gotham, this reinvention of the beauty jingle captures the buzz and energy of New York City, blending nostalgia and brand recall to appeal to the next generation of beauty consumers.
The multi-platinum recording artist and music legend Miley Cyrus is set to lead the bold long-term campaign, reimagining the brand’s jingle for a new generation of beauty lovers. This collaboration doesn’t just revive nostalgia; it reshapes it, seamlessly fusing music and makeup into an iconic cultural moment that will be rolled out across TV, digital, social, and in-store activations.
In addition to the modern digital-first refresh of the jingle, the campaign will also feature a diverse array of beauty icons alongside Maybelline’s signature products and a new colour of the brand’s beloved Sky-High mascara. The campaign brings together an array of star power, alongside Cyrus as the global face of the brand, including Gigi Hadid, Storm Reid, Peggy Gou, and Shay Mitchell.
Because of Marketing spoke with the Global Brand President at Maybelline New York Sandrine Jolly to learn more about the campaign:
The “Maybe It’s Maybelline” line is more than a jingle, it’s a piece of brand equity. What made now the right moment to reintroduce it, and how does this decision fit into Maybelline’s long-term growth strategy?
Our jingle never really left! We wanted to re-introduce it in celebration of our heritage, as well as homing in on the much-loved nostalgia it gives our consumers. The jingle has been part of our DNA since the 90’s and is the #2 most mentioned tagline on social. ‘Maybe It’s Maybelline’ is part of our identity and will continue to be part of our continued legacy.
As younger audiences discover Maybelline’s heritage for the first time, how do you ensure the brand remains aspirational while also accessible across different demographics and markets?
Our goal is to make high-quality, on-trend beauty available to everyone, everywhere. For a brand with such rich heritage, ensuring we remain aspirational and accessible is at the core of what we do, especially in such a dynamic beauty landscape.
Maybelline has always been synonymous with our New York energy – bold, confident, and trendsetting. Innovation and compelling storytelling are at the forefront of what we do, while simultaneously breaking down barriers through inclusive product development & culturally relevant marketing. This approach continues to establish Maybelline as the mass market leader, a brand for all generations that everyone can aspire to, and everyone can wear.
Miley Cyrus, a multi-platinum recording artist and international music icon becomes Maybelline’s newest global spokesperson. What made Miley the right fit for the brand?
In a boundary-pushing campaign that bridges nostalgia and reinvention, this partnership brings new meaning to beauty and celebrates creative expression. This marks the beginning of a new era where music and makeup converge – offering fans a fresh way to express themselves and feel empowered. Miley is more than a global icon—she is a muse of modern beauty. Her creativity and artistry dance between strength and sensitivity. She brings a deeply personal lens to beauty that is expressive and emotional.
With Miley Cyrus fronting the relaunch of the “Maybe it’s Maybelline” beauty anthem, Maybelline creates more than just a campaign; it launches a cultural reset. By blending nostalgia with innovation, the brand proves that even the oldest of slogans and ads can be reborn for a new generation, reminding us why music, beauty, and self-expression will always go hand in hand.
