YSL Beauty Announces Lil Nas X as Its New U.S. Brand Ambassador
Two-time Grammy winner Lil Nas X will take part in a content series, which will include a campaign with an unreleased track
YSL Beauty, has officially announced their newest U.S. Ambassador, Lil Nas X. Boundary-breaking, unapologetic, and bold, the multi-hyphenate superstar joins YSL Beauty in its next chapter to tap into the transformative power of beauty, inspiring independent self-expression for individuals and communities driven to change the world.
Lil Nas X’s appointment is anchored to the launch of YSL Beauty’s The Bold — the brand’s most innovative formula and highly pigmented lipstick to-date, offering a buildable shine finish.
With a new patented lipstick technology, the Bold’s intense pigments deliver shine and color that never gives up, clutching your lips like a second skin for a 10-hour comfort feel with its stretchable texture.
“Lil Nas X embodies YSL Beauté’s vision for the future of the beauty industry: boundary-breaking, unique, unapologetic, bold” says Laetitia Raoust, YSL Beauté U.S. General Manager. “The synergies between the brand and Lil Nas X’s unwavering passion for individuality are the inspiration behind this partnership with the hope it empowers the next generation of beauty.”
Lil Nas X is known for boldly challenging conventional beauty standards, and has created a name for himself rooted in passion, creativity and fearless attitude — much like Mr. Saint Laurent himself set out to do with the creation of the Yves Saint Laurent brand, which remains the foundation of campaigns and assortments today.
“The partnership with YSL Beauté is one of the most thoughtful and impactful collaborations we’ve orchestrated,” says Jennifer Frommer, SVP, Partnerships & Commercial Licensing at Columbia Records. “Like Lil Nas X, the campaign is brave, it challenges the status quo and reminds us to keep pushing the boundaries of identity.”
“It’s been a lot of fun working on this campaign with YSL Beauté — they’re such an iconic brand, and I’m happy to be a part of something so unique and groundbreaking in the beauty world,” says Lil Nas X. “Shout out to YSL for embracing me and my campness and for inspiring change for the next generation of beauty.”
As part of his role as YSL Beauté U.S. Ambassador, Lil Nas X will be featured in a series of content to be leveraged on YSL Beauté’s digital platforms and in U.S. media campaigns (digital and out-of-home advertisements), supporting the YSL Beauté Makeup latest innovations and the brand’s iconic men’s fragrance bestseller, Y.
The new campaign is anchored in the premiere of YSL Beauté’s newest lip icon: Rouge Pur Couture: The Bold. A couture, high pigment lipstick for those who aren’t shy, this new addition to the family pushes color, shine and comfortability to the max.
Innovation is a key component of the YSL DNA and this new formula provides bolder, intense color that feels like a second skin. The Bold, like you, lasts all night long and delivers a finish that’s in a league of its own — not gloss, not satin, not matte — but pure, uninhibited, three-dimensional shine. It is featured alongside YSL’s latest eye innovation, Lash Clash Mascara — delivering 200% volume and a couture, Noir finish.
As the brand welcomes Lil Nas X as its new YSL Beauté U.S. Ambassador, it hopes to encourage its community to unapologetically embrace themselves and who they are, louder than ever before — to never stand for being defined, defied, or denied.
Lil Nas X’s appointment perfectly complements the U.S. Ambassador collective of change makers, agents for a better future, who celebrate individuality and modernity, in the likes of Troye Sivan, Barbie Ferreira and Indya Moore.