Miley Cyrus has put her stamp on one of makeup’s most recognizable anthems.
Cyrus was recently named Maybelline New York’s latest global spokesperson, and her first move was reimagining the beauty brand’s iconic “Maybe she’s born with it. Maybe it’s Maybelline” jingle, giving the memorable 1980s tagline a fresh sound and modern attitude.
The “Maybe she’s born with it. Maybe it’s Maybelline” tagline that dominated throughout the 1980s not only helped cement Maybelline as a household name but also turned 8 little words into one of the longest-lasting slogans in the beauty industry.
“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen,” Cyrus said in a statement. “Now, it is. To take something so iconic and make it mine —it’s powerful and personal.”
Of course, this isn’t just a new ad campaign; by handing Cyrus the mic, Maybelline is blending nostalgia with reinvention, showing that self-expression never goes out of style; it just evolves. Cyrus’ fun collaboration will continue to roll out across television, digital, social, and in stores across the country throughout the fall, marking the beginning of what Maybelline calls a new chapter for its brand identity.
“This partnership brings together two core parts of me,” said Cyrus. “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.”
For Gen X audiences who grew up hearing the jingle at the end of television commercials, the just-released Cyrus version will feel both familiar and brand new. Though the song isn’t available to stream, you can watch the music video below and over on YouTube.
Maybe she’s born with it. Maybe it’s Miley?
