06.23.22
Yves Saint Laurent Beauty has a new face.
The prestige beauty company today announced singer-songwriter-actor-director Troye Sivan as its latest YSL Beauty US Ambassador.
Sivan, who has topped the charts globally with his albums Blue Neighbourhood and Bloom, joins the next chapter of inspiring icons who embody the brand’s values of boldness, community, and connection.
"We are thrilled for Troye to join the YSL Beauty family,” said YSL Beauty US General Manager Laetitia Raoust. “YSL Beauty has long drawn inspiration from the world of music & artistry, humming to the cultural beat. Sivan’s empowered youth and individuality inspires us on the continuation of that path.”
YSL Beauty is recognized for its position at the forefront of culture, punctuated by an arsenal of innovative products, with each collection allowing users to express their edge, attitude, youth and absolute freedom. In a move that celebrates YSL Beauty’s famed edge in defying conventional boundaries and delivering an edgy attitude, Sivan joins the brand to do just that, according to the company.
"I’ve been a fan of YSL Beauty for years and I’m ecstatic to join such an iconic brand that emboldens and inspires boundary-breaking edge, community and attitude,” said Sivan. “YSL Beauty’s products are designed for those that own, or want to own, their unique individuality and I’m honored to be part of that narrative.”
As part of his role as YSL Beauty US Ambassador, Sivan will be featured in a series of campaigns to be leveraged on YSL Beauty’s digital platforms, editorial and in US media campaigns (digital and out-of-home advertisements), supporting the YSL Makeup portfolio, including the brand’s newest product – NU Lip & Cheek Balmy Tint. The first lightly-tinted balmy tint to nourish and naturally enhance lips and cheeks for the same undone but well-done look Gen Z fell in self-love with from the get-go.
As the brand welcomes its new YSL Beauty US Ambassador during this month of Pride, it hopes to encourage its community to manifest and celebrate who they are, louder than ever before - to never stand for being defined, defied, or denied. Sivan's appointment perfectly complements the US Ambassador collective who celebrate individuality and modernity, in the likes of Barbie Ferreira and Indya Moore.