Billboard & Maybelline Announce Partnership to Elevate Artists at Latin Music Week 2026
The exclusive news was shared during an Executive Keynote conversation.
On Tuesday, Oct. 20, during the second day of Billboard Latin Music Week 2026, Maybelline and essie US president Yasmin Dastmalchi shared insights about the connection between music and makeup. Dastmalchi emphasized that both music and makeup enable self-expression and evoke emotions, allowing artists to remain true to themselves.
She highlighted their recent collaborations with music stars such as Miley Cyrus, Becky G, and Nicki Nicole. Dastmalchi explained that these partnerships are rooted in authenticity, noting that Miley Cyrus has used Maybelline products throughout her career, making it a natural fit. The brand also teamed up with Becky G after she mentioned them in her song "Marathon," and launched a campaign with Argentine rapper Nicki Nicole for the Superstay Matte Ink lipstick.
Dastmalchi revealed that the brand's strategy now focuses on building Maybelline in a traditional manner, similar to the way people watch their mothers apply makeup or share a family dinner. She believes connecting with consumers through building new traditions is crucial, especially as music is closely tied to this connection. As part of their collaboration, Maybelline and Billboard introduced "Maybe we're next," a platform designed to provide visibility to music artists.
Dastmalchi expressed appreciation for partnering with Billboard, as they are keenly aware of the pulse of the Latinx community, which is notably engaged and passionate about beauty.
Written by urgent.news from Billboard's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
