Billboard & Maybelline Elevate Artists at Latin Music Week 2026
The intersection of rhythm and radiance is more than just a trend—it’s a fundamental form of self-expression. This powerful connection was the heart of a recent conversation during the second day of Billboard Latin Music Week 2026, where Yasmin Dastmalchi, president of both Maybelline and essie US, shared how music and makeup find their deepest common ground.
Speaking with Billboard’s Leila Cobo, Dastmalchi explored the shared emotional landscape between art and beauty, emphasizing that both disciplines are rooted in authenticity and the celebration of the self. For Dastmalchi, the link between a beat and a brush lies in allowing artists to be unapologetically themselves.
This philosophy naturally extended into the brand’s creative partnerships. Dastmalchi highlighted how the company has tapped into the authentic voices of music stars to build meaningful connections. For instance, the brand partnered with Miley Cyrus, an artist who has long championed Maybelline, underscoring a relationship built on genuine, lifelong devotion.
The creative synergy continued with other major figures. Maybelline collaborated with Becky G, inspired by the organic mention of the brand in her hit song “Marathon”, creating a feel that was both authentic and resonant. Furthermore, the brand teamed up with Argentine rapper Nicki Nicole for the Superstay Matte Ink lipstick line, demonstrating a commitment to diverse musical talent.
Shifting the branding strategy, Dastmalchi noted a desire to reconnect with consumers through traditional, heartfelt experiences. She described aiming to build Maybelline by evoking familiar moments—like sitting with a parent and watching them put on makeup, or sharing a family dinner—thereby building new, tangible traditions between the consumer and the product.
This focus on cultural connection naturally led to a major announcement: the launch of the “Maybe we’re next” platform. This new initiative, a collaboration between Billboard and Maybelline, is designed to elevate and give visibility to music artists, recognizing their crucial role in shaping culture.
Dastmalchi concluded by underscoring the profound energy within the Latinx community. She shared that this demographic is exceptionally engaged and passionate about beauty, a powerful force that makes connecting with them a uniquely special opportunity for the brand. It is a reminder that true beauty and true art are inseparable.
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