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A New Era of Makeup by YSL Beauty and Charli XCX

YSL Beauty is stepping boldly into a new era of makeup with the appointment of Charli XCX as their local ambassador. Known for her fearless approach and edgy femininity, Charli joins the ranks of other influential figures like Amelia Gray, Lila Moss, and Laura Harrier. This move highlights YSL Beauty's commitment to collaborating with today’s leading voices in beauty who are not afraid to challenge the norms.

With a career as an artist that embodies creativity and cultural relevance, Charli XCX represents a generation that is constantly pushing boundaries. Her dynamic artistry and personal style have reshaped the perception of beauty, making her the perfect ambassador for YSL's vision of individuality.

Speaking on her new role, Charli XCX expressed excitement over the collaboration, noting, "It’s been special to collaborate and evolve how I express myself through beauty with YSL in recent months. I hope you enjoy what we’re making.” Through their partnership, YSL Beauty and Charli aim to transform the makeup landscape, moving away from conventional standards of perfection towards a celebration of personal transformation and raw self-expression.

The partnership has already yielded spectacular results, with two standout moments capturing Charli's evolving beauty identity: the glamorous looks for high-profile movie premieres and the relaxed elegance displayed at major fashion events. These moments serve as building blocks in the creative journey shared between Charli and YSL Beauty, culminating in an exciting new direction.

At the launch, YSL Beauty Global Marketing Manager, Juliette Ferret, emphasized how Charli's reputation as an instinctive and uncompromising artist aligns with the brand’s ethos. "Charli embodies the same freedom and edge that are at the heart of YSL Beauty," she commented. As YSL prepares to unveil a groundbreaking innovation—the first couture cushion foundation clutch in the U.S.—this collaboration promises to defy expectations and create a buzz.

Unveiling the Campaign: A Manifesto of Feminine Expression

Dubbed as a groundbreaking campaign, the visuals directed by Renell Medrano spotlight Charli’s journey through four stages of ‘artistic becoming’. Each stage reflects a unique aspect of her identity, set against the backdrop of a music venue, symbolizing the dichotomy between the intimacy of private moments and the thrilling spectacle of public performance.

In an era saturated with digital trends, YSL Beauty's latest campaign stands out as a raw and transformative declaration of femininity. With makeup at the intersection of artistry and personal expression, the campaign offers a fresh perspective that calls for authenticity in a world often clouded by superficial expectations.

Central to the narratives are makeup techniques curated by renowned Global Makeup Artist Sam Visser, who artfully bridges the gap between haute couture and instinctive self-expression. The campaign notably introduces the new Skin Affair Soft Glow Cushion Foundation, designed to impart a natural, radiant glow while promoting a sense of authenticity and ease.

Additionally, it features a reinvented smoky eye—a signature look that merges bold luxury with contemporary vibrancy. This new take on a classic beauty style signals a significant evolution in YSL Beauty’s approach to cosmetic artistry.

The Four Acts of Transformation

The campaign unfurls across four captivating acts:

1. The Dressing Room: IT Girl Introspection - Here, Charli reflects on her identity, capturing a moment of self-realization while showcasing the glow of the new Skin Affair Soft Glow Cushion Foundation, complemented by a nude lip and lightly sculpted eyes.

2. The Hallway: Power in Perpetual Motion - As she moves through the venue, the beauty looks intensify to reflect her confidence, featuring sunset blush tones and sculpted eyes that assert her presence.

3. The Green Room: The Adrenaline Flush - This act captures the thrilling moments before stepping into the spotlight, employing vibrant blush and softly diffused eye colors that showcase a blend of nervous energy and artistic creativity.

4. The Roof: The Unfiltered Reveal - The climax arrives as Charli steps into the spotlight, embodying a modern evolution of beauty. Here, the Skin Affair product shines, showcasing how makeup can amplify one's natural beauty without being overly masked.

Launching on May 20, 2026, across various social and digital platforms, the campaign coincides with the release of Charli's latest track, 'Rock Music,' further intertwining her music with her beauty narrative. As YSL Beauty unveils the Skin Affair Soft Glow Cushion Foundation, they will gradually release further chapters of the campaign throughout the year, inviting followers to witness the evolution of beauty.

In a world where makeup often serves as an extension of personal identity, Charli XCX and YSL Beauty are remapping the landscape of self-expression. Together, they represent a bold vision of young, edgy luxury—rooted in authenticity and daring transformation.