Maybelline’s ‘Record Breakers Go Sky High’ Campaign Reimagines Mascara as Cultural Rocket Fuel

Maybelline New York is widening the orbit of its hit Sky High Mascara, unveiling a new digital-first campaign, “Record Breakers Go Sky High,” that fuses STEM, BookTok and elite sport to further cement the product’s viral status and the brand’s global reach.

Announced March 10, 2026, the campaign stars aerospace engineer and future commercial astronaut Aisha Bowe, bestselling fantasy author and BookTok favorite Alex Aster, and U.S. rugby Olympian Ilona Maher, Maybelline said in a press release, positioning the trio as “trailblazing women” who embody what it calls “sky high” ambition in their respective fields. ¹

A New Cast of Cultural Power Players

The cast marks a notable pivot from traditional beauty celebrity ambassadors toward women whose public profiles are tied to achievement beyond entertainment alone.

• Aisha Bowe, a former NASA engineer and entrepreneur, has become a visible advocate for women and girls in STEM and is slated to fly to space on a future commercial mission, according to the brand’s announcement. ¹
• Alex Aster, whose fantasy novels have become fixtures on TikTok-driven bestseller lists, brings in the BookTok generation that has already helped push beauty content to billions of views across the platform.
• Ilona Maher, a rugby sevens Olympian and social media fixture, has used her platform to challenge body stereotypes in sport and beauty, cultivating a large Gen Z following.

By aligning Sky High Mascara with this trio, Maybelline is linking its best‑selling eye product not just to a look, but to a narrative of record‑breaking performance and cultural visibility across science, storytelling and sport.

Sky High Mascara’s Ongoing Viral Era

Sky High Mascara has been one of Maybelline’s most visible breakout products of the TikTok era, regularly appearing in viral lash transformation videos and “holy grail” roundups. The brand’s official site highlights Sky High within its broader eye portfolio, which includes Lash Sensational, Colossal Bubble Mascara, and a string of new drops like Lash Sensational Body Mascara and Cloudtopia blush. ²

The new “Record Breakers Go Sky High” push arrives on the heels of other high‑profile spotlights for the formula. Maybelline named Miley Cyrus a global spokesperson in 2025, with the singer tapped as the face of “major upcoming launches,” including Sky High Mascara, according to The Zoe Report. ³ The product also features prominently in Cyrus’s curated edit on Maybelline’s site, where it is described as her “go‑to” for a “wide‑eyed, lifted look.” ⁴

Industry coverage has placed Sky High among the brand’s most influential SKUs. InStyle’s 2026 ranking of the best Maybelline products cited the brand’s ability to create “glow‑boosting” formulas that punch above their price point, underscoring how viral favorites like Sky High and the Instant Age Rewind Eraser concealer have helped pull mass‑market beauty into prestige conversations. ⁵

Digital-First Strategy for a Digital-Era Brand

Maybelline is positioning “Record Breakers Go Sky High” as a digital campaign, a logical move for a brand that has leaned heavily into social platforms and creator ecosystems to drive product discovery.

The brand’s social feeds already document a steady cadence of immersive launch events and influencer partnerships, from interactive experiences for Lifter Glaze Oil Balm to creator-led tutorials showing day-to-night transformations with new releases. ^{6 7}

The Sky High initiative drops into that existing digital infrastructure, designed to circulate across feeds where Maybelline’s core icons—Sky High Mascara, Fit Me complexion products and Super Stay lip color—are already mainstays in user-generated content. ^{8 9}

A Century-Old Brand in a Record-Breaking Mode

Founded in 1915 and later acquired by L’Oréal, Maybelline has a long history of leveraging pop culture and partnership to stay at the center of the mass beauty conversation, from Depression-era mail‑order innovation to recent collaborations with Marvel and WWE, according to historical reporting and brand coverage. ^{10 11}

In 2025, the brand’s most famous tagline, “Maybe it’s Maybelline,” got a high‑profile refresh when Miley Cyrus was tapped to reinvent the jingle, a move Glossy described as an attempt to update one of advertising’s most recognizable lines for a new generation while retaining its core nostalgia. ¹² Retail Insider noted that Cyrus would front campaigns for upcoming color collections and viral hero products like Sky High, further knitting the mascara into Maybelline’s brand mythology. ¹³

Now, with “Record Breakers Go Sky High,” the company is extending that mythology beyond the entertainment sphere, situating Sky High Mascara not just in the makeup aisle but alongside rocket launches, bestseller lists and Olympic pitches.

As the world’s self-described number one makeup brand, Maybelline is betting that the next chapter of its lash legacy will be written not only on red carpets and runways, but in orbit, on the field, and in the algorithmic churn of BookTok. ^{1 2}

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References & Links

• “Record Breakers Go Sky High” campaign announcement – Maybelline New York press release on the new Sky High Mascara digital campaign starring Aisha Bowe, Alex Aster and Ilona Maher. ¹
• Maybelline New York official site – Product range including Sky High Mascara, Lash Sensational Body Mascara, Cloudtopia and Serum Lipstick. ²
• Super Stay Lipstick Collection – Maybelline’s longwear lip franchise that sits alongside its viral eye and face icons. ⁹
• Fit Me Makeup Collection – Maybelline’s complexion range, a counterpart to the brand’s Sky High and lash-focused launches. ⁸
• InStyle: Best Maybelline Products of 2026 – Editorial roundup contextualizing Sky High Mascara within Maybelline’s broader portfolio of cult favorites. ⁵
• Maybelline brand history – Background on the company’s evolution and promotional strategies, from early mail‑order innovations to modern campaigns. ^{11 10}
• Miley Cyrus named global face of Maybelline – Coverage of the singer’s role in reimagining “Maybe it’s Maybelline” and fronting Sky High Mascara campaigns. ^{13 3 12 4}
• Maybelline social content and launch events – Instagram reels highlighting immersive product launches and creator partnerships around new formulas. ^{7 6}

Footnotes

1. Maybelline New York Launches “Record Breakers Go Sky High” Campaign ↩ ↩² ↩³ ↩⁴

2. Maybelline New York | Makeup Products, Cosmetics, Beauty ↩ ↩² ↩³

3. Miley Cyrus Is Bringing Her Unapologetic Vibe To Maybelline – The Zoe Report ↩ ↩²

4. Miley Cyrus x Maybelline – Official Brand Page ↩ ↩²

5. The 15 Best Maybelline Products of 2026 – InStyle ↩ ↩²

6. Maybelline New York – Lifter Glaze Oil Balm Launch Experience – Instagram Reel ↩ ↩²

7. Maybelline NY New Drops Launch Event – Instagram Reel ↩ ↩²

8. Fit Me Makeup Collection – Maybelline ↩ ↩²

9. Super Stay Lip Makeup Collection – Maybelline ↩ ↩²

10. Maybelline – Wikipedia ↩ ↩²

11. Maybelline Company, est. 1915 – Made-in-Chicago Museum ↩ ↩²

12. Exclusive: Maybelline taps Miley Cyrus to reinvent “Maybe it’s Maybelline” – Glossy ↩ ↩²

13. Miley Cyrus named global face of Maybelline – Retail Insider ↩ ↩²