Lil Nas X's YSL Beauty Partnership Is Bold & Beautiful
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Lil Nas X for YSL Beauty PHOTO COURTESY OF YSL BEAUTY
Fearless. Boundary-breaking. Unapologetic. These are just a few words to describe Lil Nas X (@lilnasx), one of the next-generation leaders whose mission is to inspire others to flourish as their true selves. Not only does the Grammy-winning artist showcase this in his hits, but he also does it through fashion and beauty.
Lil Nas X for YSL Beauty. PHOTO COURTESY OF YSL BEAUTY
So, of course, partnering with YSL Beauty is a natural fit. The luxury brand announced Lil Nas X as its new U.S. brand ambassador, joining fellow inclusive innovators Troye Sivan, Barbie Ferreira and Indya Moore.
“Lil Nas X embodies YSL Beauty’s vision for the future of the beauty industry: boundary-breaking, unique, unapologetic, bold,” says Laetitia Raoust, YSL Beauty 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.”
As part of his new ambassador title, the “Industry Baby” star will be the face of various campaigns for YSL Beauty’s launches including the Rouge Pur Couture: The Bold (a high-pigment, long-lasting lipstick that’s available in 12 shades of reds and pinks) and the Lash Clash mascara that promises to deliver “200% volume and a couture, noir finish.”
The campaign images highlight Lil Nas X’s modelesque features, as he dominates the desert in vibrant makeup (like the whimsical sparkly blue cat-eye look) and cowboy-inspired outfits (a nod to his viral “Old Town Road” debut single, perhaps?).
YSL Beauty’s newest lipstick, Rouge Pur Couture: The Bold PHOTO COURTESY OF YSL BEAUTY
“The partnership with YSL Beauty is one of the most thoughtful and impactful collaborations we’ve orchestrated,” says Jennifer Frommer, SVP of partnerships and 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.”
The artist showcases the brand’s new Lash Clash mascara. PHOTO COURTESY OF YSL BEAUTY
And what’s a partnership without some fresh music? Lil Nas X will also be unleashing new music for YSL Beauty. “It’s been a lot of fun working on this campaign with YSL Beauty—they’re such an iconic brand, and I’m happy to be a part of something so unique and ground-breaking 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.”