Makeup label Maybelline New York has named Miley Cyrus as its latest global brand ambassador.

The long-term partnership kicks off with Cyrus reimagining the famous ‘Maybe it’s Maybelline’ jingle, described as the “heartbeat” of the campaign. 

The jingle, said to be transformed through Cyrus’ unmistakable sound and fearless energy, rolls out across TV, digital, social, and in-store activations starting this month.

The platinum recording artist will also become the face of major upcoming launches, including a new color launch and the brand’s viral mascara, Sky High. 

The company said it aims to offer fans a fresh way to express themselves and feel empowered through the combination of music and makeup.

“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen,” said Cyrus. “Now, it is. To take something so iconic and make it mine – it’s powerful and personal.”

“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,” she continued.

Sandrine Jolly, Maybelline‘s global brand president, added, “Miley is more than a global icon—she is a muse of modern beauty… She brings a deeply personal lens to beauty that is expressive and emotional.”

Maybelline New York products are currently available in more than 120 countries.