Lil Nas X Leads YSL Beauty’s New Campaign

An Yves Saint Laurent Beauté US ambassador since 2022, the cosmetics brand says Lil Nas X continues to challenge societal conventions, embracing fearless self-expression and inspiring the future generation with his edgy approach to identity.

 

“What we love about Lil Nas X is his bold approach to self-expression, using makeup as a creative outlet. The power of makeup is endless – and who better than Lil Nas X to demonstrate it,” said Laetitia Raoust, YSL Beauté's US general manager. 

 

“Since the beginning of last year, my partnership with YSL Beauté has been about pushing the beauty boundaries and embracing individuality. With this new campaign, we’re exploring my many faces and personalities through five different makeup looks that gave me the chance to experiment with my makeup in a more artistic way,” said Lil Nas X. “I hope we can inspire the future generation to do the same.” 

 

Shot by renowned London-based photographer Campbell Addy, the brand's new campaign will be revealed as five vignettes, each representing a different era for Lil Nas X, starting with The Icon. Every makeup look will be released as a separate “chapter” throughout the year to highlight the artistry of YSL makeup as a medium of transformative self-expression. 

Surfing on today’s viral makeup trends, LNX brings YSL’s hottest iconic products and new launches to life in his own way, a unique makeup expression with his signature edgy attitude and style. These include juicy nude lips; glowing skin; a reverse smoky eye with shimmering highlighter; daring electric lashes; and cool couture smokey eyes. 

 

Set against a coral blue backdrop, Lil Nas X transforms with a glowing skin finish, created using a makeup artist technique known as “underpainting” with the new NU Halo Tint Highlighter in bronze to spotlight the eyes and cheekbones, with the gold shade applied beneath the brows. This innovative technique creates an “under-glow” effect, resulting in reflective skin.
 

For fresh, barely-there coverage, Lil Nas X wears NU Bare Look Tint in 19, Touche Éclat in shade 7 to correct the under-eye area, and Lash Clash mascara in brown for a soft lash look. For juicy lips that catch your eye, the look is finished with Candy Glaze Lip Gloss Stick in 2.  

 

The new campaign debuts today, with the first chapter's release, across all social and digital platforms with a street takeover commencing with Lil Nas X's Gov Ball performance. The next four chapters unveil throughout summer and into fall with mass visibility in Out Of Home & increased social/digital presence.