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27 Aug

Lil Nas X Brings His ‘Campness’ to YSL Beauty

Lil Nas X has been tapped as YSL Beauty’s newest U.S. brand ambassador. 

On Friday, it was announced that the award-winning rapper-songwriter will represent the brand’s makeup and fragrance. The campaign will feature a never-heard-before and unreleased track with Lil Nas X posing within the desert wearing products by YSL Beauty. 

“Lil Nas X embodies YSL Beauté’s vision for the long run of the sweetness industry: boundary-breaking, unique, unapologetic, daring,” said Laetitia Raoust, U.S. general manager of YSL Beauty. “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 following generation of beauty.”

Lil Nas X for YSL Beauty.

Zamar Velez/Courtesy of YSL Beauty

As a part of his role as ambassador, the artist might be featured in a series of content for use on YSL Beauty’s digital platforms and in media campaigns throughout the U.S., supporting the label’s makeup in addition to its iconic and bestselling men’s fragrance, Y. 

“It’s been lots of fun working on this campaign with YSL Beauté — they’re such an iconic brand, and I’m blissful to be an element of something so unique and groundbreaking in the sweetness world,” Lil Nas X said. “Shoutout to YSL for embracing me and my campness and for uplifting change for the following generation of beauty.” 

The campaign also premiered YSL Beauty’s newest lip product Rouge Pur Couture: The Daring, in addition to its latest eye innovation, Lash Clash Mascara. 

Lil Nas X for YSL Beauty.

Zamar Velez/Courtesy of YSL Beauty

“Lil Nas X mirrors YSL Beauté values and our mission — he’s committed to changing the world around him and to push boundaries. He’s a real driver of societal evolution,” said Stephan Bezy, international general manager of YSL Beauty. “We admire his disruptive mindset, his dedication to his passion, artistic expression and ultra-creative vision. We love that he’s so engaged and stands for renewed codes beyond the constraints of traditional society. He embodies and inspires the young and future generations.”

Lil Nas X will join a star-studded lineup of brand name ambassadors for YSL Beauty, complementing Troye Sivan, Indya Moore and Barbie Ferreira.

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