Beauty Insider: Miley Cyrus On Working With Maybelline, The Auckland Pop-Ups To Visit Before Christmas & More Beauty News
In this month’s Beauty Insider: Miley Cyrus, the new global face of Maybelline New York, reimagines the brand’s iconic jingle; NZ brand Sans [Ceuticals] gets major international investor; Pure Fiji brings a slice of the tropics to Commercial Bay; Hair growth brand Bouf partners with The Inspired Unemployed in new campaign; Dermalogica delivers its skincare treatments to Britomart.
Beauty brands have cemented relationships with celebrities since time immemorial.
There’s been Elizabeth Taylor for Max Factor, Rihanna for Dior, Kendall Jenner for L’Oreal Paris, Olivia Rodrigo for Lancome, Gracie Abrams for Hourglass Cosmetics – the list goes on.
But few have had quite the impact on the brand they’re representing as Miley Cyrus, who has been named as Maybelline New York’s newest face.
Discover more about the new face (and voice) of Maybelline New York, and every important beauty announcement worth knowing this month, below.
Maybe it’s Miley
When Maybelline New York approached multi-platinum recording artist and international music icon Miley Cyrus to record its Maybe It’s Maybelline jingle, she was given three seconds.
Instead, she wrote an entire song.
The new brand anthem is an ode to confidence and self-expression, one that Cyrus says represents so much of her own journey, too.
“All the lyrics we wrote were about authenticity and expression, evolution and metamorphosis, but also a level of confidence – that I was born with,” Cyrus says, in a video shared to YouTube.
“I really challenged myself as a songwriter to not only have my identity in the music but have the identity of every product I wanted to celebrate in the song, too.”
Lyrics like: “Make it all the way to the top” refer to the brand’s iconic Sky High Mascara, while “They can’t stop staring, they’re looking so long,” about the Vinyl Ink Lipstick.
No stranger to reinvention, Cyrus grew up in the public eye. The daughter of music legend Billy Ray Cyrus, she starred in Disney’s Hannah Montana, before forging her own successful pop music career with tracks like We Can’t Stop and Flowers.
The partnership serves to celebrate the intersection between makeup and music, offering consumers and fans a new way to express themselves and feel empowered.
“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,” says Cyrus.
“This partnership brings together two core parts of me. 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.”
The release of the reimagined Maybelline jingle will feature alongside Cyrus’s image in major upcoming campaigns, including a refreshed look at the viral Sky High mascara.
“This campaign shows that beauty is fluid, that confidence can look a million different ways, and that you were born with it all along,”Cyrus says.
Watch Miley Cyrus’ take on Maybe It’s Maybelline:
A new era for Sans [Ceuticals]
After the announcement that New Zealand skin- and haircare brand Sans [Ceuticals] is building on its haircare range with Perpetual, comes news that an Australasian wellness and hospitality group has acquired a major shareholding in the brand.
Cordelia is known for its role in developing some of Australia and New Zealand’s leading luxury bathhouses and accommodation, including The Bathhouse Albion in Brisbane, Native State on the Gold Coast, and The Brooklet in Byron Bay. The Bathhouse Queenstown is set to open next month.
Sans [Ceuticals] products have long been a part of the Cordelia bathing and wellness experience, with many of the brand’s top-rated body care available throughout its luxury properties.
According to Hannah Hardy, the general manager of Cordelia, the investment reflects Cordelia’s longstanding partnership with Sans [Ceuticals] which has underpinned its restorative, wellness experiences since the beginning.
“From the moment we opened our first bathhouse, Sans [Ceuticals] felt like a natural extension of who we are. We wanted products that were both luxurious and genuinely healthy, with formulations that aligned with our philosophy of nourishing the body without compromise,” she says.
The move marks an exciting new era for Sans [Ceuticals] with the investment from Cordelia allowing for exponential growth throughout both Australia and New Zealand, and in selected international markets, while continuing to build its reputation in the luxury, wellness and hospitality space.
Founded by Lucy Vincent in 2007, the multifunctional skin- and haircare brand has been recognised on a global scale for its clean credentials, minimalist packaging and science-backed formulations.
“We’re thrilled to be able to take Sans to the next level and further expand our new, innovative product collection Perpetual,” Lucy says.
“The new partnership will allow us to explore more game-changing technologies in the sustainability space, which is something I’m deeply passionate about.”
See Sansceuticals.com.
Pure Fiji says Bula to Commercial Bay
Pure Fiji is delivering a taste of the tropics to Auckland’s CBD, with a pop-up store opening on the ground floor in Commercial Bay.
Expect to find the brand’s bestsellers lining the shelves, including its award-winning Body Lotions, Exotic Oils and Body Butters, alongside limited-edition festive gift kits to treat yourself (or a loved one) these holidays.
The newest scent on the scene – Hibiscus in Paradise – will also be on offer, available while stocks last.
It’s the second time the bodycare brand has taken up residence in Auckland’s premier shopping precinct, after a six-week stint beside Bluebell’s Cakery on Little Queen St in 2024.
The Pure Fiji Pop Up is open on the ground floor of Commercial Bay (next to Gloria’s) from now until Christmas Eve.
Bouf partners with The Inspired Unemployed
Despite its clever launch, which depicted influencer Indy Clinton in retro-style advertisements, Australian hair-growth brand Bouf is turning its attention to men with its new Bouf Is For The Boys campaign.
Rooted in the understanding that hair loss can affect anyone, Bouf Is For The Boys aims to remove the shame and stigma around male hair loss.
To hone this message, the campaign is fronted by Jack Steele, one-half of comedy duo The Inspired Unemployed, who went viral on social media after losing their jobs during the Covid era, and turned their attention to making viral videos on Instagram and TikTok. The affable characters have since launched their own podcast and TV show, Impractical Jokers.
Steele delivers his signature wit to the campaign, which fosters conversation about what hair loss support could look like for men if it were normalised.
Alongside Steele’s viral videos shared to social media, Bouf has unveiled a limited-edition Bouf Is For The Boys tee, $65, with proceeds donated to men’s mental health initiatives.
See Bouf.com for more.
Visit the Dermalogica Pop-Up
Skincare aficionados are invited to visit Dermalogica’s PRO Limited Edition Store from today until December 5 in Auckland’s Britomart.
The store showcases the latest skincare innovations from the brand and has the new Holiday Collection on sale, including gift sets tailored to suit myriad skin concerns.
A Dermalogica Professional skin therapist will be on hand to lead visitors through a complimentary Face Mapping Skin Analysis, or they can watch a signature LuminFusion facial treatment in action.
Visit the DermalogicaPRO Limited Edition Store, 10 Te Ara Tahuhu, Britomart.
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