Miley Cyrus has been named the newest global ambassador for Maybelline, adding one of pop culture’s most visible multi-hyphenates to the brand’s roster alongside Peggy Gou and Zara Larsson. “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,” Cyrus said, framing the partnership as a blend of performance and self-expression: “Within music, there’s performance and honesty—makeup enhances both… Maybelline shares my belief that makeup should be expressive, ever-evolving.”

Cyrus comes in with real scale: over 200 million followers on Instagram and more than 50 million monthly listeners on Spotify—reach that turns beauty creative into mass-market culture quickly.

Against Maybelline’s current music-led ambassadors, the gap is clear. Zara Larsson brings ~9 million Instagram followers and ~26 million monthly Spotify listeners—strong numbers for a global pop act with consistent European and U.S. engagement. Peggy Gou, whose fashion–beauty crossover has surged, sits at ~5 million on Instagram and ~6.4 million monthly Spotify listeners, reflecting a highly engaged audience that punches above its raw size in trendsetting circles. Cyrus dwarfs both on pure scale, which is why pairing her with Maybelline is as much a distribution play as it is a creative one: she can carry a campaign through music releases, fashion moments, and social drops without losing momentum.

The brand fit is straightforward: Maybelline’s accessible-but-global positioning thrives when it taps ambassadors who can move product and conversation at once. With Cyrus actively fronting luxury fashion (e.g., Maison Margiela) while staying a top-tier streaming act, Maybelline gains a tent-pole face who can carry both prestige storytelling and mass-reach launches across regions and platforms.