Maybelline and Billboard Unveil Interactive Fan Spaces and New Talent Platform at Latin Music Week
Maybelline New York joined Billboard Latin Music Week 2026 to offer attendees interactive beauty experiences, product giveaways, and a creative jingle recording booth. Brand president Yasmin Dastmalchi also used the platform to announce 'Maybe… We’re Next,' an emerging artist initiative.
During Billboard Latin Music Week 2026, Maybelline New York served as the official makeup partner, integrating interactive beauty activations and music-centered fan engagements throughout the multi-day conference, according to reporting by Billboard. The annual gathering brought together fans, industry executives, and recording artists from across the Latin diaspora for a celebration centered on empowerment and community. Within that setting, Billboard noted that the cosmetics company focused on uplifting individual identity and self-expression.
Conference attendees were welcomed daily by the cosmetics brand and encouraged to maintain their personal style while testing products from the company's lineup, Billboard reported. A dedicated touch-up station, positioned beside full-length mirrors and comprehensive product displays, quickly emerged as a central attraction for guests seeking to adjust their makeup and take selfies commemorating their time at Latin Week.
To tie the beauty experience directly to the music programming, Maybelline introduced an interactive recording installation on site, according to Billboard. Attendees stepped up to a vintage microphone to craft their own versions of the company's well-known "Maybe it's Maybelline" jingle. The booth offered musical backing options that included bachata, cumbia, and reggaeton rhythms, reflecting the cultural sounds celebrated throughout the week. Participants who completed the recording received Maybelline gift packages featuring items such as the Grippy Setting Mist, Lash Sensational Sky High Mascara, Cloudtopia Lip & Cheek Mousse, Super Stay Summer Shot Face Tanning Drops, and Super Stay Peel-Off Lip Liner.
On the second day of the conference, Tuesday, Oct. 20, the brand's leadership addressed the wider intersection of sound and aesthetics during an Executive Keynote, Billboard reported. Yasmin Dastmalchi, president of Maybelline and essie US, joined Billboard’s Leila Cobo for a moderated dialogue addressing the historic ties between cosmetic styling and musical artistry.
"There are two things that connect music and makeup: self-expression and emotion," Dastmalchi shared during the keynote, as reported by Billboard. "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 previously established connections within the music landscape, including a prominent past collaboration with recording artist Miley Cyrus. During the presentation, Dastmalchi announced that Maybelline is expanding that footprint through a new collaboration with Billboard titled "Maybe… We’re Next." According to Billboard, the music discovery platform is structured to reach listeners and provide a dedicated stage where emerging musical artists can gain industry visibility.