Rapper, singer and songwriter, Lil Nas X has joined Yves Saint Laurent Beauté as its latest U.S. Ambassador, joining the likes of Troye Sivan, Barbie Ferreira and Indya Moore.
 
As part of his role as YSL Beauté U.S. Ambassador, Lil Nas X will be featured in a series of content to be leveraged on YSL Beauté’s digital platforms and in U.S. media campaigns (digital and out-of-home advertisements), supporting the YSL Beauté Makeup latest innovations and the brand’s iconic men’s fragrance bestseller, Y.
 
The new campaign is anchored in the premiere of YSL Beauté’s newest lip icon: Rouge Pur Couture: The Bold. A couture, high pigment lipstick, this new formula provides bolder, intense color that feels like a second skin. The Bold lasts all night long and delivers a finish that’s not gloss, not satin, not matte – “but pure, uninhibited, three-dimensional shine.” It is featured alongside YSL’s latest eye innovation, Lash Clash Mascara – delivering 200% volume and a couture, Noir finish.
 
“Lil Nas X embodies YSL Beauté’s vision for the future of the beauty industry: boundary-breaking, unique, unapologetic, bold,” said Laetitia Raoust, YSL Beauté U.S. General Manager.  “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 next generation of beauty.”
 
“The partnership with YSL Beauté is one of the most thoughtful and impactful collaborations we’ve orchestrated,” commented Jennifer Frommer, SVP, Partnerships & Commercial Licensing at Columbia Records. “Like Lil Nas X, the campaign is brave, it challenges the status quo and reminds us to keep pushing the boundaries of identity.”
 
“It’s been a lot of fun working on this campaign with YSL Beauté – they’re such an iconic brand, and I’m happy to be a part of something so unique and groundbreaking in the beauty world,” said Lil Nas X. “Shout out to YSL for embracing me and my campness and for inspiring change for the next generation of beauty.”
 
As the brand welcomes Lil Nas X as its new YSL Beauté U.S. Ambassador, it hopes to encourage its community to “unapologetically embrace themselves and who they are, louder than ever before – to never stand for being defined, defied, or denied.”

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Standing out from the crowd is difficult for any business, but this is especially true in the beauty industry where global beauty brands and indies of all shapes and sizes are constantly launching new products and competing for attention from consumers.
 
Read about some of the most prominent recent celebrity brand ambassadors in the beauty industry.