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The luxury beauty label announced Monday that it is enlisting British pop singer, Dua Lipa, to front the line’s cosmetics category.
Lipa previously served as the label’s global brand ambassador as the face of its Libre fragrance since 2019.
With Lipa’s expanded role, YSL Beauty hopes to appeal to a new generation of beauty consumers. It is also expanding its lip offerings following the success of its Candy Glaze, a plumping lip gloss stick, which gained virality on TikTok. Under a new banner, LoveShine, the label will debut additional offerings, including a Lip Oil Stick, this year.
The news comes after the label deleted all of its posts on Instagram citing a “social media reset,” a move the brand hopes to pair with social media stunts in the near term to further lure Gen-Z shoppers.
“This move is signatory of YSL Beauty entering a new chapter,”
Jordan Radi, global director of consumer engagement.
This is not the first time the “Dance the Night” singer has worked with the luxury beauty brand. In 2019, she was named the Global Brand Ambassador for its Libre fragrance.
“Because of the amount of time that we’ve spent working together, the team really knows me and what I’m down for,” Lipa told George V Magazine in an interview. “And what I’m down for seems to be a lot—whether it’s with me walking in a desert in nine-inch heels at the edge of the Grand Canyon, or this, where they’re like, ‘Do you want to get in a pool and do this fully clothed?’ I’m so down for an adventure.”
In the same interview, Lipa also outlined how working with the brand’s makeup line differs from working with its perfumes.
“The cosmetic side has such a different kind of story to the lead woman,” Lipa told the publication. “[It’s] a bit more hyper-feminine, but quite tough at the same time.”
“This move is signatory of YSL Beauty entering a new chapter,” Jordan Radi, the Global Director of Consumer Engagement, said in a statement.
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