Both at the forefront of innovation, Lil Nas X and YSL Beauty are taking the world by storm and pushing the boundaries of beauty as we know it today. The Lil Nas X nomination taps into the transformative power of beauty, inspiring independent self-expression for individuals and communities determined to change the world alongside YSL.
The brand is recognized for its position at the forefront of culture and has an arsenal of innovative products, each collection defining a new era of expression. The announcement of YSL Beauty and Lil Nas X enables fearless, boundary-pushing art to reshape beauty as it is understood today, according to the company. With the ability to create and inspire change, YSL Beauté and Lil Nas X are elevating the cultural landscape, reaching new heights, and challenging the norms that have locked creatives in for generations.
Unwavering passion for individuality
“Lil Nas X embodies YSL Beauty’s vision for the future of the beauty industry: revolutionary, unique, unapologetic, daring,” said Laetitia Raoust, Managing Director of YSL Beauty in the United States. “The synergies between the brand and Lil Nas X’s unwavering passion for individuality are the inspiration behind this partnership with the hope that it will empower the next generation of beauty.”
In this partnership, YSL Beauty and Lil Nas X bring to life a wave of avant-garde beauty – sweeping away conventional thinking and ushering in a new normal: glamor through individuality, beauty as self-expression and luxury as a vehicle of change. Featuring a never-before-seen and never-before-seen track, Lil Nas X and YSL Beauty are bringing a musical roar to the desert for this campaign.
Lil Nas X is known for boldly challenging conventional beauty standards and has made a name for himself steeped in passion, creativity and a fearless attitude – much like Mr. Saint Laurent himself did with the creation of the Yves Saint Laurent brand, which remains the basis of campaigns and assortments today.
“It’s been a lot of fun working on this campaign with YSL Beauty – it’s such an iconic brand, and I’m happy to be a part of something so unique and groundbreaking in the beauty world,” said Lil Nas X. “Shout out to YSL for embracing me and my camp and inspiring change for the next generation of beauty.
As part of his role as U.S. Ambassador for YSL Beauty, Lil Nas X will be featured in a series of content to leverage across YSL Beauty’s digital platforms and in U.S. media campaigns (digital and out-of-home ads), supporting YSL Beauté Latest make-up innovations and best-selling men’s fragrances emblematic of the brand, Y.
The new campaign is anchored by the premiere of YSL Beauté’s new lip icon: Rouge Pur Couture: The Bold. The couture, high-pigment lipstick is a new addition to the family and pushes color, shine and comfort to the max. Innovation is a key part of YSL’s DNA and the new formula aims to deliver bolder, more intense color that feels like a second skin. The long-wearing Bold delivers a three-dimensional glossy finish and is featured alongside YSL’s latest eye innovation, Lash Clash Mascara, offering 200% volume and a couture black finish.