The second day of Billboard Latin Music Week 2026 at the Faena Forum in Miami Beach, Florida, offered a compelling exploration of how two seemingly distinct creative industries intersect. On Tuesday, October 20, attendees gathered for an insightful Executive Keynote conversation featuring Yasmin Dastmalchi, president of Maybelline and essie US. Moderated by Billboard’s Leila Cobo, the 30-minute discussion provided a rare behind-the-scenes look at how global beauty brands forge deep, authentic connections with the music industry and leverage cultural movements to resonate with consumers.
Dastmalchi, who brings a diverse multicultural perspective to her leadership role as half-Persian and half-Mexican, used the stage to articulate a unifying philosophy between the cosmetic and sonic arts. Throughout the conversation, she emphasized that both makeup and music serve as powerful mediums for personal identity, emotional release, and cultural storytelling.
The core thesis of Dastmalchi’s keynote centered on the emotional parallels shared by beauty enthusiasts and music fans alike. "One thing music and makeup have in common is self-expression, but also emotions. It’s about letting artists be themselves," she explained to the packed audience at the Faena Forum.
Rather than relying on traditional, purely transactional celebrity endorsements, Dastmalchi detailed how Maybelline has refined its approach to artist partnerships by prioritizing authenticity above all else. This strategy has led to high-profile collaborations with some of the biggest names in contemporary music, including pop superstar Miley Cyrus, Mexican-American powerhouse Becky G, and Argentine rap sensation Nicki Nicole.
Elaborating on the brand’s collaboration with Cyrus, Dastmalchi pointed out that the partnership was rooted in a genuine, lifelong history rather than a manufactured marketing campaign. "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," Dastmalchi shared.
Similarly, the brand’s alliance with Becky G materialized organically out of mutual appreciation. The Mexican-American artist naturally shouted out the brand in her song "Marathon," opening the door for a seamless and credible alignment between her artistic output and Maybelline’s brand identity. In the Latin music sphere, the company also found a dynamic partner in Nicki Nicole, launching a targeted campaign centered around the popular Superstay Matte Ink lipstick line that resonated strongly with the rapper’s dedicated fanbase.
These strategic choices reflect a broader evolution in how major beauty conglomerates approach consumer engagement in the modern media landscape. Dastmalchi noted that while digital innovation remains crucial, Maybelline is equally focused on anchoring its presence in timeless, multi-generational human experiences.
"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 noted, emphasizing the emotional resonance of shared rituals. "Connecting with the consumer by building new traditions, and the way music is connected to that is important."
The conversation reached a major milestone when Dastmalchi utilized the global platform of Billboard Latin Music Week to announce an exclusive new initiative. In a collaborative venture between the media brand and the cosmetics giant, they unveiled "Maybe we’re next," a dedicated platform designed to elevate and provide crucial visibility to emerging music artists.
Dastmalchi expressed immense enthusiasm for the collaboration, highlighting the cultural relevance and market power of the demographic at the heart of the partnership. "We love partnering with an expert like Billboard who has their eye on the pulse," she shared. "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."
As Billboard Latin Music Week 2026 continues to bridge the worlds of entertainment, business, and culture in Miami Beach, Dastmalchi’s keynote underscored the growing synergy between beauty brands and the music industry, setting a new benchmark for authentic, community-driven brand storytelling.
