First YSL Beauty emptied all the contact from its Instagram account and relaunched it at the weekend. And now it has even more big news with Dua Lipa becoming its global make-up ambassador.

The company said it’s “an iconic partnership championing individuality and celebrating culture for the launch of YSL Loveshine”. That’s its new ultra-glossy hero lip collection.

Of course, English-Albanian superstar Lipa isn’t new to the YSL brand as she’s fronted its Libre fragrance franchise for some time. And the company is clearly happy with the impact that she’s made having now expanded her remit into the realm of colour cosmetics. 

It said she’s “a leader in culture and an icon of her generation” and will be “working with YSL Beauty to break the boundaries of beauty in the name of bold self-expression and fierce freedom”.

She’ll be appearing in a YSL make-up campaign for the first time for the launch of the Loveshine collection.

The company added that she’s “the perfect woman to lead the new generation of make-up consumers in 2024, beginning with a campaign featuring the ground-breaking lip gloss stick and viral sensation, Candy Glaze. 

“Building upon YSL Beauty’s lip virality, the launch of YSL Loveshine, a new hero franchise, will drive lip lust all year long in three formulas – including Candy Glaze but also the highly anticipated new YSL Loveshine Wet Shine Lipstick and even more new ways to shine later this year”.

Debuting in three waves, Lipa’s campaign “conveys the brand’s shiny couture statement”. It was shot by director Nathalie Canguilhem in Morocco, where Yves Saint Laurent “first discovered the beauty in colour, and the power of light”.  

We’re told “that very same light shines over palm tree-lined pools with chromatic reflections, and fearless attitude prevail[s] on juicy splashy lips, just miles from the YSL Beauty Ourika Community Gardens, where ingredients are ethically harvested for the YSL Loveshine franchise. Accompanied by a life-size mirrored Cassandre, Dua Lipa shows a new facet of femininity – one as sensual and sophisticated, with a confidence edge.”

And Stephan Bezy, International General Manager YSL Beauty, said: “Dua Lipa brings an electrifying energy to our brand, inspiring women to not just wear make-up, but to make a statement about who they are and what they stand for. Her influence is a celebration of individuality, a statement of empowerment, encouraging everyone to embrace their unique beauty with confidence.”