Dua Lipa named global ambassador for YSL Beauté

Dua Lipa is the new global ambassador for Yves Saint Laurent Beauté. In addition to continuing to embody the Parisian fashion house’s Libre fragrance, the pop star will support the launch of a new make-up line aimed at younger generations.


Dua Lipa, the Anglo-Albanian singer and model, winner of three Grammy Awards (2019 and 2021), is the new face of the Maison Saint Laurent beauty universe. This role follows on from her “modern, free and audacious” incarnation of the Libre fragrance since 2019.


The Parisian fashion house hopes to capitalize on the magnetic aura that the 28-year-old exerts over members of her generation to promote a new make-up line.


A new make-up manifesto

As she prepares for the release of her third album, following her sold-out Future Nostalgia international tour and her participation in the soundtrack (Dance The Night Away) and cast (Barbie sirène) of Greta Gerwig’s Barbie blockbuster, Dua Lipa will now represent Yves Saint Laurent beauté internationally.


While she set the stage on fire at the Staples Center in Los Angeles during the 66th Grammy Awards with a medley of her latest hits, including “Houdini”, “Dance the Night” and a preview of “Training Season”, she is expected to boost sales of YSL make-up products, starting with gloss and lipstick sticks.


Loveshine © YSL Beauté


The Parisian fashion house is planning to launch its Loveshine line with a first product: Loveshine Glaze gloss stick.

A true ode to shine, Loveshine will soon be complemented by two other innovations: loveshine wet shine lipstick and Loveshine Candy Glow eyeshadow.


“For me, fragrances and make-up are another form of personal expression, a way of exploring my playful side, my creativity and my individuality,” said the singer in the release.


A woman of her generation

Right from the creative brief, the Libre fragrance appeared under the code name “Boyish”: a unique, powerful and identifiable perfume, oscillating between masculinity and femininity.


This gender fluidity and crossbreeding was reflected in the sensory experience of lavender mixed with fern essence colliding with Moroccan orange blossom. In other words, a fragrance in the image of this young generation, free and questioning questions of gender, prohibitions, respect, aesthetics and self-expression.


Taking up George Michael’s hit song “Freedom” – a snapshot of the Supermodel years – the young woman strolled the beaches of Malibu and the desert landscapes of Arizona in a first video campaign broadcast in 2019, before returning two years later in a new spot that is more incandescent, both in terms of images and the addition of saffron.


© YSL Beauté


In recent years, her strength of character and perseverance have earned her particular attention from the world of luxury. This has given rise to the La Vacanza capsule with Donatella Versace or her role as ambassador for Porsche, as the singer herself is not only keen on fashion but also on mechanics and sporty driving.


“Dua Lipa brings her electrifying energy to our brand inspiring women to wear make-up, but also to claim who they are and the values they stand for. Her influence encourages them to celebrate their individuality, to take power, to have confidence in themselves and in their own beauty,” notes Stephan Bezy, International General Manager of YSL Beauté, in a press release.

A model of perseverance

To continue reading this article, create a free account or log in.

Create your free account

I create my account

Don’t miss out on the latest luxury business news.


Featured Photo: © Elodie Daguin/YSL Beauté

Picture of Victor Gosselin
Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

Subscribe to our Newsletter

Sign up now to receive sneak previews of our programs and articles!

Launch offer:

Your participation in the Camille Fournet Masterclass reserved for annual subscriber !

Luxus Plus Newsletter