YSL Beauty ushers in a new era of makeup with a new local Ambassador, Charli xcx. 

Charli xcx is a generational voice who continuously reshapes the boundaries of artistry.

For YSL Beauty, this appointment marks the next chapter in a creative partnership months in the making. 

Juliette Ferret, GM of YSL Beauty, said,

“YSL Beauty has always moved with the pulse of its time, with an instinct for the talents who capture culture as it happens. Charli xcx is one of those rare artists: instinctive, uncompromising, and radically herself. She pushes the boundaries of music, image and identity with the same edge and freedom that have always lived at the heart of YSL Beauty. As we launch a breakthrough innovation in makeup, the first-ever couture cushion foundation clutch in the US, Charli brings the exact energy of this moment: disruptive, desirable, and impossible to ignore.”

From the hyper-emotive glamour of movie premiere looks to Charli’s undone elegance at fashion’s biggest night, and the raw, visceral energy of the “Rock Music” video, YSL Beauty has continuously been part of the visual language shaping Charli’s evolving beauty identity. 

Captured by director Renell Medrano, the campaign follows Charli xcx through four stages of “artistic becoming” inside a music venue.

The looks prioritize the launch of the new Skin Affair Soft Glow Cushion Foundation, a hero innovation designed to deliver an authentic, “lived-in” radiant glow that feels unmistakably modern.

In an era of algorithm-driven trends and digital noise, YSL Beauty cuts through the static by connecting makeup to the raw pulse of culture. This pursuit of radical authenticity remains the brand’s winning edge in disruptive storytelling.

Throughout the campaign is a metamorphosis crafted by Global Makeup Artist Sam Visser, bridging runway artistry and raw, instinctive self-expression. 

She joins Amelia Gray, Lila Moss, and Laura Harrier as a U.S. Local Ambassador, a testament to the brand’s cultivation of today’s leading voices in beauty who dare to push the status quo.