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NBA star Shai Gilgeous-Alexander ushers in a new chapter for the fragrance in a sport and style-centered campaign.
September 10, 2025
By: Rachel Klemovitch
Assistant Editor
YSL Beauty tapped three-time All-NBA First Team, and reigning NBA MVP and Finals MVP, Shai Gilgeous-Alexander, as its new U.S. Voice for the next iteration of Myslf Absolu.
A rising star from childhood, Canadian-born Gilgeous-Alexander has become one of the most electrifying forces in basketball today. After being drafted in 2018, Gilgeous-Alexander’s steady rise reached new heights in 2025, when he led the Oklahoma City Thunder to their first-ever NBA championship and earned both League MVP and Finals MVP honors.
He will bring infectious energy and edge – effortlessly commanding attention in a bold new campaign alongside Global Ambassador Austin Butler.
Shai Gilgeous-Alexander, U.S. Voice of YSL Beauty’s Myslf Absolu, commented,
“What excites me most is working with a brand that is known for being the pinnacle of luxury, edge and confidence. I’ve admired YSL Beauty in its capacity as a legendary, boundary-breaking brand since I was young, shopping with my mom. To now be part of that legacy feels not only like an honor and a privilege, but true to who I am.”
Gilgeous-Alexander is a dynamic and stylish force on and off the court, where his skill and individual creativity join to create a radical expression.
Set against a clean, crisp background, the visuals create a striking contrast, allowing Gilgeous-Alexander to stand out in his purest, most authentic form.
Gilgeous-Alexander embodies the superlative essence of self-expression: the most intense, the most liberated version of oneself, encapsulating the Myslf Absolu fragrance.
The visuals capture the spirit of absolute authenticity and joy. A feel-good manifesto that champions self-celebration.
This classic scent was crafted by perfumers Daniela Andrier, Christophe Raynaud, and Antoine Maisondieu.
The scent opens with an invigorating burst of cool spices. Key notes include ginger essence, green cardamom, vert de bergamot, orange blossom, patchouli, and crystalline accord.
YSL Beauty Taps Charles Melton for the US Voice of Myslf Fragrance
YSL Beauty Taps Dua Lipa as Global Makeup Ambassador
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