Maybelline President Links Beauty and Beats

During an Executive Keynote at Billboard Latin Music Week 2026, Yasmin Dastmalchi, President of Maybelline and essie US, discussed the deep synergy between music and makeup. She articulated that both realms are fundamentally about self-expression and evoking emotions, enabling artists to authentically represent themselves.

Dastmalchi showcased collaborations with prominent artists like Miley Cyrus, Becky G, and Nicki Nicole, underscoring the importance of genuine partnerships. The brand teamed up with Cyrus due to her lifelong use of Maybelline, and with Becky G after her organic mention in song. Nicki Nicole was featured in a campaign for Superstay Matte Ink lipstick.

Furthermore, Dastmalchi revealed a new initiative with Billboard called 'Maybe we're next.' This platform aims to increase the visibility of music artists, recognizing the strong connection and engagement of the Latinx community with beauty.

The conversation on Tuesday, October 20, 2026, also touched upon Maybelline's strategic shift towards building the brand through traditional means, fostering connections with consumers by creating new traditions and integrating music's role within them.