The second day of Billboard Latin Music Week 2026 brought a vibrant and deeply personal conversation to the Faena Forum in Miami Beach, Florida, as Yasmin Dastmalchi, president of Maybelline and essie US, took the stage for an Executive Keynote. Moderated by Billboard’s Leila Cobo on Tuesday, October 20, the 30-minute session offered a rare glimpse into the corporate strategies and creative philosophies driving one of the world’s most recognizable beauty brands.
Dastmalchi, whose heritage is half Persian and half Mexican, used the international platform to unpack the profound intersections between music, culture, and cosmetics. Throughout the conversation, she emphasized how both industries serve as fundamental vehicles for human emotion and identity, charting a clear course for how traditional heritage beauty brands can authentically engage with contemporary music superstars and their devoted fan bases.
The Synergy of Sound and Self-Expression
At the heart of Dastmalchi’s keynote was the exploration of how music and makeup intersect in the modern cultural landscape. Rather than viewing beauty and audio entertainment as separate consumer experiences, Dastmalchi argued that they share a common psychological foundation rooted in storytelling and individual agency.
“One thing music and makeup have in common is self-expression, but also emotions. It’s about letting artists be themselves,” Dastmalchi explained to the packed audience at the Faena Forum.
This philosophy has heavily influenced Maybelline’s recent marketing initiatives, shifting away from rigid corporate messaging toward organic partnerships with prominent artists. Dastmalchi pointed to high-profile collaborations with global stars such as Miley Cyrus, Becky G, and Argentine rapper Nicki Nicole as prime examples of this philosophy in action. According to the executive, the success of these campaigns relies entirely on genuine alignment between the artist’s personal identity and the brand’s history.
Discussing the partnership with Miley Cyrus, Dastmalchi highlighted the organic nature of the collaboration. “It has to be super authentic, and Miley is real, she’s herself. We’ve partnered with her because she’s used Maybelline her entire life. That’s something near and dear to her heart, and she dreamed of doing it,” she noted.
The strategy is similarly rooted in grassroots discovery. When Mexican-American superstar Becky G organically mentioned the brand in her song “Marathon,” it opened the door for a natural alliance that resonated deeply with her listeners. Additionally, the brand teamed up with Argentine rap sensation Nicki Nicole to launch a high-profile campaign centered around the popular Superstay Matte Ink lipstick line, further cementing Maybelline’s footprint within the Latin urban music scene.
Redefining Consumer Connection Through Tradition and Community
Beyond individual artist endorsements, Dastmalchi outlined a broader evolution in Maybelline’s consumer engagement strategy. As digital spaces become increasingly saturated, the brand is deliberately pivoting toward building emotional resonance that mirrors real-world, intergenerational memories.
“Our strategy has shifted in the sense that we want to make sure that we’re building Maybelline in a traditional manner — the same way you’re sitting with your mom watching put her makeup on; the same way you’re having dinner with your family,” Dastmalchi observed. “Connecting with the consumer by building new traditions, and the way music is connected to that is important.”
This emphasis on family, memory, and shared cultural moments serves as a bridge to the vibrant Latinx demographic, which has consistently proven to be a powerhouse in the beauty sector. Dastmalchi noted that market research consistently highlights the enthusiasm and loyalty of Latinx consumers, traits that make them a vital audience for beauty brands aiming to foster genuine community connections.
“From all the research, the Latinx community is super engaged in beauty. They’re very passionate and connected to beauty, that’s what makes them special,” she added.
Introducing ‘Maybe We’re Next’
The Executive Keynote conversation also served as the venue for a major exclusive announcement. During the session, Dastmalchi revealed a brand-new strategic alliance between Billboard and Maybelline titled “Maybe we’re next.”
Designed as a dedicated platform to elevate and provide visibility to up-and-coming music artists, the initiative reflects Maybelline’s ongoing commitment to supporting creative talent on the rise. By aligning with a media authority like Billboard, the beauty brand aims to leverage its cultural influence to champion emerging voices across various musical genres.
“We love partnering with an expert like Billboard who has their eye on the pulse,” Dastmalchi shared with the audience, highlighting the shared vision between the two entities in identifying and nurturing fresh talent before they hit mainstream prominence.
As Billboard Latin Music Week 2026 continues its run in Miami Beach, the partnership and insights shared by Dastmalchi underscore a growing trend within the entertainment and beauty industries: the recognition that authentic cultural representation and emotional connection are the ultimate drivers of modern brand longevity.
