The second day of Billboard Latin Music Week 2026 delivered a fascinating blend of corporate strategy and pop culture on Tuesday, October 20, when Yasmin Dastmalchi, president of Maybelline and essie US, took the stage at the Faena Forum in Miami Beach, Florida. Participating in a high-profile Executive Keynote conversation moderated by Billboard’s Leila Cobo, Dastmalchi shared exclusive insights into how two seemingly distinct consumer sectors—global beauty brands and the music industry—are increasingly merging into a singular cultural force.
The 30-minute dialogue offered attendees a rare look behind the scenes of modern brand marketing, highlighting how major cosmetics companies are shifting away from rigid, traditional advertising models in favor of deeply authentic collaborations with music superstars. For Dastmalchi, who brings a multicultural perspective to her executive role as a leader who is half Persian and half Mexican, the synergy between rhythm, melody, and cosmetics is not just a marketing tactic; it is an exploration of human emotion and identity.
During the panel, Dastmalchi articulated the foundational philosophy driving modern beauty campaigns, emphasizing that artistry and cosmetics share a common emotional language. She explained that both music and makeup serve as powerful instruments for self-expression, providing creators and consumers alike with the tools to communicate their inner worlds without reservation. According to Dastmalchi, the ultimate goal of these creative intersections is to allow artists to remain entirely true to themselves while inviting consumers to share in that authenticity.
To illustrate how this philosophy translates into real-world business strategy, Dastmalchi discussed several high-profile partnerships between Maybelline and some of the biggest names in contemporary music, including Miley Cyrus, Becky G, and Argentine rapper Nicki Nicole. Each collaboration, she noted, was chosen not merely for commercial reach, but for its genuine alignment with the artist’s personal history and public persona.
Focusing on the partnership with pop icon Miley Cyrus, Dastmalchi emphasized the organic nature of the alliance. She pointed out that Cyrus is widely recognized for her unfiltered approach to life and art, making her an ideal representative for a legacy beauty brand. Crucially, Dastmalchi revealed that the collaboration was built upon a lifelong personal connection, sharing that Cyrus has used Maybelline products throughout her entire life. For the singer, aligning with the brand fulfilled a long-held personal dream, transforming a corporate partnership into a meaningful extension of her authentic lifestyle and artistic journey.
Similarly, Dastmalchi highlighted the brand’s collaboration with Mexican-American global star Becky G. The partnership materialized organically after the singer casually referenced the brand in her song "Marathon." By listening closely to consumer behavior and cultural cues embedded directly within popular music, Maybelline was able to forge a natural alliance with an artist who was already integrating the brand into her creative output. This approach extends to international markets as well, evidenced by the brand’s vibrant campaign with Argentine rap sensation Nicki Nicole, which specifically spotlighted the popular Superstay Matte Ink lipstick line.
These strategic alignments reflect a broader evolution in how Maybelline approaches its relationship with the public. Dastmalchi noted that the brand’s marketing strategy has undergone a deliberate shift, moving away from distant, hyper-stylized campaigns toward narratives rooted in shared human experiences and familial traditions. She drew comparisons to formative memories of watching a mother apply makeup or gathering around the dinner table with family, emphasizing that modern consumers crave brands that feel like a natural part of their daily lives. By weaving music into these foundational traditions, the company aims to build deeper, more lasting emotional connections with its audience.
The conversation also yielded a major exclusive announcement: a formal partnership between Billboard and Maybelline titled "Maybe we’re next." Designed as a dedicated platform to elevate and provide visibility to emerging music artists, the initiative brings together two industry powerhouses with a shared commitment to discovering new talent. Dastmalchi expressed immense enthusiasm for the collaboration, praising Billboard’s unmatched expertise and its ability to keep a finger on the pulse of the ever-evolving music landscape.
Furthermore, Dastmalchi highlighted the vital role played by the Latinx community in shaping modern beauty trends. Citing extensive market research, she pointed out that Latin consumers demonstrate exceptional engagement, passion, and connectivity when it comes to the beauty sector. This deep-rooted appreciation for cosmetics and personal care, she suggested, is a driving force that makes the demographic particularly special and influential in shaping the future trajectory of both the beauty and entertainment industries.
