The French luxury label has enlisted British pop singer Dua Lipa to embody their makeup collections. The Grammy Award-winning singer previously served as the face of Yves Saint Laurent Beauty’s Libre fragrance since 2019.

Dua Lipa will make her very first appearance in a YSL Beauté makeup campaign to mark the release of the new lipstick collection, called YSL Loveshine. The line includes lip gloss stick Candy Glaze and the new YSL Loveshine Lip Oil Stick. Later this year, the brand will unveil its third innovation, YSL Loveshine Candy Glow.

With Dua Lipa, YSL Beauty hopes to appeal to a younger generation of beauty consumers. Indeed, the singer is reputed to have a strong influence on her generation.

"Dua Lipa brings an electrifying energy to our brand, inspiring women to not just wear makeup, but to make a statement about who they are and what they stand for. Her influence is a celebration of individuality, a statement of empowerment, encouraging everyone to embrace their unique beauty with confidence,” said Stephan Bezy, International General Manager, YSL Beauty.

The first wave of the YSL Loveshine media campaign starring Candy Glaze, will begin this week in a strong awareness blast including OOH, connected TV, paid social & digital.