Maybelline & Billboard Bring Music and Beauty Together at Latin Music Week

Billboard Latin Music Week 2026 was a celebration of culture and empowerment for fans, industry executives and artists across the Latin diaspora. Recognizing everyone’s unique identities while highlighting their commonalities is the ethos of the annual series of events; and Billboard’s makeup partner, Maybelline New York, put an even bolder spotlight on self-expression. 

Maybelline welcomed attendees each day of the conference, encouraging guests to rock their existing looks while discovering new ways to enhance them with the brand’s versatile product lineup. A touch-up station and full-length mirror, positioned alongside product displays, quickly became a fan favorite spot, giving attendees the perfect opportunity to refresh their looks and capture selfies documenting their Latin Week experience. 

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Tapping into the music and energy of Latin Week, Maybelline invited fans to put their own spin on the brand’s iconic “Maybe it’s Maybelline” jingle at an interactive recording booth. Set to bachata, cumbia, and reggaeton instrumentals, attendees stepped up to a vintage microphone to record their own rendition, creating a playful moment in the spotlight that brought the spirit of Latin Week to life. Participants walked away with Maybelline gift bags filled with brand favorites like Grippy Setting Mist, Lash Sensational Sky High Mascara, Cloudtopia Lip & Cheek Mousse, Super Stay Summer Shot Face Tanning Drops, Super Stay Peel-Off Lip Liner and more. 

On the second day of the conference (Tuesday, Oct. 20), Yasmin Dastmalchi, President of Maybelline and essie US, sat down for an Executive Keynote moderated by Billboard’s Leila Cobo. Throughout the conversation, Dastmalchi highlighted the connection between music and makeup, showing how the two are rooted in shared tradition and self-expression.

 “There are two things that connect music and makeup: self-expression and emotion,” Dastmalchi shared. “You feel something when you put that lipstick on, in the same way that you feel something when you hear a song you really like.”

Maybelline has a longstanding connection to music, most notably through its collaboration with Miley Cyrus. Now, the brand is building on that legacy and expanding its presence in the music space. Dastmalchi exclusively announced Maybelline’s partnership with Billboard to launch “Maybe… We’re Next,” a new music discovery platform designed to connect with music fans while giving emerging artists a platform to be seen and heard.
Learn more about Maybelline and stay tuned for more on “Maybe… We’re Next,” the brand’s new music discovery platform with Billboard.