Miley Cyrus named Maybelline global spokesperson for Vinyl Ink lip color campaign

Miley Cyrus has been named Maybelline’s newest global spokesperson, fronting the beauty brand’s latest campaign and putting her own spin on its iconic line, including a reimagined take on the “Maybe she’s born with it, maybe it’s Maybelline” jingle. In a video announcing the partnership, the Grammy winner name-checked several Maybelline staples and highlighted a long-wear lip product she calls essential to her performance.

"Vinyl Ink is a very important part of my performance because I have had lipstick disasters," Cyrus says of Maybelline’s long-wearing Vinyl Ink Liquid Lipcolor. The campaign spotlights the shade Peppy, described as a universally flattering mauve-nude, which Cyrus wears in the spot. The product is advertised as delivering 16-hour wear with no smudges and has garnered tens of thousands of five-star reviews online, underscoring its staying power.

The clip for the campaign was filmed at Electric Lady Studios in New York City, where Cyrus reflects on how other lip colors often fell short during performances. She notes that, while she wants her mouth to convey a message, she also wants to keep the rest of her makeup in place, a sentiment that underscores her emphasis on longevity. Maybelline also features its Lash Sensational Sky High Mascara in connection with the star’s look, a product line she has referenced in the past as part of her makeup routine. "No matter what, I’m going to have on mascara and a lip," she explains, recalling how her early experiences with makeup shaped her approach to cosmetics and performance.

Cyrus has long been described as a music chameleon, moving between pop, rock and country with ease. The new partnership signals her first major alignment as a global spokesperson for a beauty brand, allowing her to fuse her performance sensibilities with Maybelline’s heritage. She says makeup, for her, should be viewed as an accessory rather than a mask, a mindset she carries into the campaign as she reinterprets a piece of Maybelline’s well-known branding.

"I remember singing [the 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," Cyrus adds in a press release accompanying the campaign. The collaboration arrives as Maybelline continues to lean into high-profile partnerships that blend music, fashion and beauty, inviting fans to see how a familiar catchphrase can be rendered in a new, contemporary context.

Photographs and clips accompanying the rollout show Cyrus’s signature blend of bold style and career-spanning versatility, underscoring why Maybelline positioned her as a global face for a product line built on endurance and performance. The Vinyl Ink Lipcolor line—alongside its Matte Ink sibling—has become a staple in beauty retail, with strong consumer reception reflected in positive online ratings and ongoing demand for long-wear lip options. As Cyrus’s campaign unfolds, Maybelline aims to spotlight the role of makeup as a performance tool, coordinating product messaging with a contemporary artist who embodies the brand’s enduring sense of confidence and self-expression.