MILEY CYRUS REIMAGINES ICONIC MAYBELLINE NEW YORK JINGLE AS SHE BECOMES GLOBAL FACE OF THE BRAND

The cultural icon brings her voice, vision, and bold energy to a new era of beauty—ushering in a powerful remix of Maybelline's most legendary sound.

NEW YORK, Sept. 24, 2025 /PRNewswire/ -- Maybelline New York, the number one makeup brand in the world, proudly welcomes multi-platinum recording artist and international music icon Miley Cyrus as its newest global spokesperson with a bold reimagining of the world-famous "Maybe it's Maybelline" jingle. Long associated with self-expression and confidence, the jingle enters a new chapter – transformed through Miley Cyrus' unmistakable sound and fearless energy. 

"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," said Miley Cyrus. "This partnership brings together two core parts of me. 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. Maybelline shares my belief that makeup should be expressive, ever-evolving. 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."   

In a boundary-pushing campaign that bridges nostalgia and reinvention, Maybelline and Miley Cyrus join forces to bring meaning to beauty, celebrating 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." said Sandrine Jolly, Global Brand President, Maybelline New York. "She brings a deeply personal lens to beauty that is expressive and emotional. With her unmistakable voice and vision, she turns our iconic jingle into something raw, intimate, and powerfully reflective of this Maybelline era."

This long-term partnership kicks off with Miley Cyrus reimagining the jingle as the heartbeat of the campaign, which will roll out across TV, digital, social, and in-store activations starting September 2025. It will also spotlight Miley Cyrus as the face of major upcoming launches, including a new color launch and the brand's viral mascara phenomenon, Sky High. 

"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," added Miley Cyrus.  

Welcome to the next era of beauty. Maybe she's born with it. Maybe it's Miley. 

About Maybelline New York   

Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. By combining technologically advanced formulas with on-trend expertise and New York City edge, Maybelline New York's mission is to offer innovative, accessible, and effortless cosmetics for all.

In 2020, Maybelline introduced Brave Together, a long-term program to support anxiety and depression worldwide. Brave Together provides critical one-on-one support, an online education hub, a variety of programming to help destigmatize the conversation around mental health and has committed to donate $10 million over the next five years to global and local organizations. For more information log on to www.maybelline.com or www.maybelline.com/bravetogether 

About Miley Cyrus  

Miley Cyrus has consistently captivated and enchanted multiple generations with her unforgettable pop culture moments and ever-evolving music. Known as a chameleon across genres, she continues to redefine her artistry.

At the 2024 GRAMMYs, Miley performed "Flowers," 2023's top-selling single, winning Best Pop Solo Performance and Record of the Year. In 2025, her collaboration with Beyoncé won Best Country Duo Performance. Her eighth album, Endless Summer Vacation, dominated the charts, and her critically acclaimed visual album Something Beautiful is out now, premiered at Tribeca Film Festival and followed by a worldwide release in June.

Beyond music, Miley has fronted campaigns for Gucci's Flora fragrance and Dolce & Gabbana, and starred in Netflix's Black Mirror as Ashley O, performing Nine Inch Nails re-imaginings. She told W Magazine she would act again if the role is "an extension of myself, or someone—or something—with a personality that can conquer my own."

Through her Happy Hippie Foundation, founded in 2014, Miley has raised millions for youth facing homelessness, especially LGBTQ+ youth. In 2024, she launched The Miley Cyrus Foundation to expand her philanthropic focus to supporting mothers in all their diversity.

 

 

 

The cultural icon brings her voice, vision, and bold energy to a new era of beauty—ushering in a powerful remix of Maybelline's most legendary sound.

NEW YORK, Sept. 24, 2025 /PRNewswire/ -- Maybelline New York, the number one makeup brand in the world, proudly welcomes multi-platinum recording artist and international music icon Miley Cyrus as its newest global spokesperson with a bold reimagining of the world-famous "Maybe it's Maybelline" jingle. Long associated with self-expression and confidence, the jingle enters a new chapter – transformed through Miley Cyrus' unmistakable sound and fearless energy. 

"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," said Miley Cyrus. "This partnership brings together two core parts of me. 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. Maybelline shares my belief that makeup should be expressive, ever-evolving. 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."   

In a boundary-pushing campaign that bridges nostalgia and reinvention, Maybelline and Miley Cyrus join forces to bring meaning to beauty, celebrating 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." said Sandrine Jolly, Global Brand President, Maybelline New York. "She brings a deeply personal lens to beauty that is expressive and emotional. With her unmistakable voice and vision, she turns our iconic jingle into something raw, intimate, and powerfully reflective of this Maybelline era."

This long-term partnership kicks off with Miley Cyrus reimagining the jingle as the heartbeat of the campaign, which will roll out across TV, digital, social, and in-store activations starting September 2025. It will also spotlight Miley Cyrus as the face of major upcoming launches, including a new color launch and the brand's viral mascara phenomenon, Sky High. 

"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," added Miley Cyrus.  

Welcome to the next era of beauty. Maybe she's born with it. Maybe it's Miley. 

About Maybelline New York   

Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. By combining technologically advanced formulas with on-trend expertise and New York City edge, Maybelline New York's mission is to offer innovative, accessible, and effortless cosmetics for all.

In 2020, Maybelline introduced Brave Together, a long-term program to support anxiety and depression worldwide. Brave Together provides critical one-on-one support, an online education hub, a variety of programming to help destigmatize the conversation around mental health and has committed to donate $10 million over the next five years to global and local organizations. For more information log on to www.maybelline.com or www.maybelline.com/bravetogether 

About Miley Cyrus  

Miley Cyrus has consistently captivated and enchanted multiple generations with her unforgettable pop culture moments and ever-evolving music. Known as a chameleon across genres, she continues to redefine her artistry.

At the 2024 GRAMMYs, Miley performed "Flowers," 2023's top-selling single, winning Best Pop Solo Performance and Record of the Year. In 2025, her collaboration with Beyoncé won Best Country Duo Performance. Her eighth album, Endless Summer Vacation, dominated the charts, and her critically acclaimed visual album Something Beautiful is out now, premiered at Tribeca Film Festival and followed by a worldwide release in June.

Beyond music, Miley has fronted campaigns for Gucci's Flora fragrance and Dolce & Gabbana, and starred in Netflix's Black Mirror as Ashley O, performing Nine Inch Nails re-imaginings. She told W Magazine she would act again if the role is "an extension of myself, or someone—or something—with a personality that can conquer my own."

Through her Happy Hippie Foundation, founded in 2014, Miley has raised millions for youth facing homelessness, especially LGBTQ+ youth. In 2024, she launched The Miley Cyrus Foundation to expand her philanthropic focus to supporting mothers in all their diversity.

Credit: Jacob Bixenman, shot at Electric Lady Studios, NYC jwplayer('myplayer1').setup({file: 'https://mma.prnasia.com/media2/2780435/Maybelline_New_York_campaign.mp4', image: 'https://mma.prnasia.com/media2/2780435/Maybelline_New_York_campaign.mp4?p=thumbnail', autostart:'false', stretching : 'uniform', width: '512', height: '288'});

 

 

 

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

MILEY CYRUS REIMAGINES ICONIC MAYBELLINE NEW YORK JINGLE AS SHE BECOMES GLOBAL FACE OF THE BRAND

MILEY CYRUS REIMAGINES ICONIC MAYBELLINE NEW YORK JINGLE AS SHE BECOMES GLOBAL FACE OF THE BRAND

YIWU, China, Jan. 16, 2026 /PRNewswire/ -- Yiwugo.com, the official website of the Yiwu Commodity Market, is the largest commodity wholesale market in the world. On the afternoon of January 16, the award ceremony for the 2025 Yiwugo's Top 10 Vendors Competition was successfully held at the Expo Center Hotel in Yiwu. Thousands of leading figures from diverse segments of the Yiwu market, together with representatives from industrial belts across the country, gathered to witness this landmark event.

Over the past year, due to their deep engagement with Yiwugo and their exceptional capabilities, Yiwu Gemei Electric Appliance, Xuping Jewelry, Ufree Gangao Warwick, Kemei Electrical Equipment, Zhangweichao Socks Firm, Little Bee Towels, Yiwu Aishang Daily Necessities Factory, Jinhua Siji Lvkang Daily Necessities, Zhejiang Pujiang Pudong No.1 Lock Firm, and Yiwu Hanbang Daily Necessities Firm secured the title of "2025 Yiwugo's Top 10 Vendors".

As an annual gala and a vital barometer of the Yiwu market, the Yiwugo's Top 10 Vendors Competition has been successfully held for 13 consecutive years. Over the past decade, Yiwugo has remained steadfast in its mission to identify and honor benchmark enterprises that spearhead industrial transformation. To date, these efforts have brought to prominence a group of high-quality enterprises distinguished by robust brand strength and an exceptional industry reputation.

In recent years, as Yiwugo's brand visibility and market influence continue to increase, the Competition has drawn growing attention and active participation from merchants across the Yiwu market as well as industrial belts nationwide.

A review of previous Top 10 Vendors lists shows a mix of seasoned players and rising stars. This year is no exception: veterans such as Yiwu Gemei Electric Appliance, Xuping Jewelry, Kemei Electrical Equipment, Zhangweichao Socks Firm, Yiwu Aishang Daily Necessities Factory, and Yiwu Hanbang Daily Necessities Firm demonstrated sustained excellence, while the performances of newcomers like Ufree Gangao Warwick and Zhejiang Pujiang Pudong No.1 Lock Firm were particularly impressive.

"During this year's Competition, many customers reached out to me after seeing the rankings to cheer me on." Operating in District 2 of the Yiwu International Trade City, Ufree Gangao Warwick specializes in hairdressing scissors, high-speed hair dryers, straighteners, curling irons, hot air brushes, and other beauty gadgets. Its products perform strongly across Europe, the US, South America, the Middle East, and Southeast Asia, ranking among the top in their respective categories on cross-border e-commerce platforms such as Amazon.

Founded in 1995, Ufree Gangao Warwick has remained steadfast in its brand-led strategy, with its proprietary brands now registered in more than 100 countries. "We joined Yiwugo the moment it launched. Many customers have discovered our offline store through the platform, which has delivered tangible results in traffic generation, transaction conversion, and brand exposure," said Lin Yuncun, head of Ufree Gangao Warwick. This year marks the company's first debut on the Top 10 Vendors list, an achievement widely regarded as an endorsement from both the market and its customers. Ufree Gangao Warwick will cherish this achievement and use the momentum from the competition to further strengthen its brand influence, laying a solid foundation for advancing its global brand agency strategy in the year ahead.

Zhejiang Pujiang Pudong No.1 Lock Firm also made its first appearance on the list this year. A true "dark horse", the company joined Yiwugo 14 years ago and, after years of steady development, secured an impressive ninth place in its debut ranking.

"We specialize in wire mesh products, including welded wire mesh and fencing systems. Our offerings perform well in regions with strong infrastructure demand, such as Africa and South America. Africa, in particular, has been a core market for us. Through years of focused efforts, our brand has established a solid level of recognition across West African countries," said Guo Xiaolei, head of Zhejiang Pujiang Pudong No.1 Lock Firm. By taking part in the Top 10 Vendors Competition, the company hopes to leverage the event's visibility and Yiwugo's reach to introduce its own brand to a wider overseas audience, expand into new markets, and unlock fresh growth opportunities.

Whether established leaders or first-time entrants, these award-winning vendors not only stand out in sales performance but also set industry benchmarks in branding, digitization, and sustainable development. They embody robust growth momentum, outstanding innovation ability, and extensive market influence, collectively showcasing the resilience and dynamism of the Yiwu market.

Today, the wave of digital trade is rapidly reshaping the industry landscape. Deeply rooted in the market and keenly responsive to its evolution, Yiwugo has consistently positioned innovation and transformation at the heart of its development strategy. Last October, the platform officially launched its in-store live-streaming initiative. Designed to support vendors at various stages of growth, Yiwugo offers multi-channel account setup services—including WeChat Channels, Douyin, and TikTok—enabling vendors to tap into new global trade opportunities.

Going forward, Yiwugo will continue to strengthen innovation, push beyond service boundaries, and expand its business ecosystem. By empowering merchants to fully embrace new digital-trade models, the platform aims to foster faster, closer connections between buyers and sellers. With digital and intelligent technologies, Yiwugo will be able to promote deeper integration of online and offline commerce, accelerate market transformation, and boost industry-wide efficiency.

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

Award Ceremony for 2025 Yiwugo's Top 10 Vendors Competition Successfully Held