Miley Cyrus is giving new life to one of beauty’s most iconic taglines.
The pop superstar has reworked Maybelline’s legendary “Maybe she’s born with it. Maybe it’s Maybelline” jingle from the 1980s, adding her own modern twist and bold energy to the timeless anthem.
The refreshed jingle was recorded at New York’s legendary Electric Lady Studios, a space that’s welcomed countless music greats. For Gen X fans who grew up hearing it close out TV commercials, Miley’s version strikes the balance of nostalgic and brand new.
“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is,” Cyrus shared in a statement. “To take something so iconic and make it mine—it’s powerful and personal.”
The famous Maybelline line first took off in the late ’80s and early ’90s, paired with flashy commercials that spotlighted bold beauty looks and empowering messages, cementing it as a cultural staple.
The iconic line not only solidified Maybelline’s place as a household name but also became one of the longest-running slogans in beauty history. By bringing it back, Miley Cyrus is connecting two eras—the bold, high-glam energy of the late ’80s and ’90s with today’s celebration of individuality, artistry, and self-expression.
The partnership officially makes Cyrus Maybelline’s new global face, which she revealed on September 25. “I used to watch Maybelline commercials on TV and imagine myself as the face of the brand. Now, I’ve reimagined the iconic ‘Maybe she’s born with it, Maybe it’s Maybelline’ jingle with a new song. Love you!” she shared.
For Miley, music and makeup naturally go hand in hand. “Within music, there’s performance and honesty—makeup enhances both. It’s how I tell my truth without saying a word,” she said in a statement.
The collaboration will launch this fall across TV, digital, social, and in-store campaigns, kicking off what Maybelline is calling a fresh chapter for its brand identity.
