Yves Saint Laurent Beauty has announced its latest partnership with Dua Lipa, who will act as the brand’s Global Makeup Ambassador to break the boundaries of beauty in the name of bold self-expression and fierce freedom.  

The British-Albanian singer had previously fronted the Libre franchise as YSL Beauty Global Brand Ambassador, embodying modern femininity as an icon of her generation and maintaining the legacy and spirit of the brand.  

Dua Lipa says: “For me, fragrances and makeup are another form of self-expression, a way to explore my playfulness, my creativity and my individuality. I am thrilled to be on this journey as part of the YSL Beauty family.” 

To celebrate Dua Lipa’s first YSL Beauty makeup campaign, the singer fronts the new Lips Collection, YSL Loveshine, bringing a fearless attitude. The new franchise features ground-breaking lip gloss stick and viral sensation, Candy Glaze, as well as the highly anticipated new YSL Loveshine Wet Shine Lipstick. The YSL Loveshine collection is fuelled by self-love and is perfectly complimented by Dua Lipa’s emotion and expression.  

Stephan Bezy, International General Manager at YSL Beauty, says: “Dua Lipa brings an electrifying energy to our brand, inspiring women to not just wear makeup, 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.” 

The YSL Loveshine campaign also conveys the brand’s shiny couture statement and was shot in Morocco, where M. Saint Laurent first discovered in the beauty in colour and the power of light, just miles from the YSL Beauty Ourika Community Gardens, where ingredients are ethically harvested for the franchise. Dua Lipa stars in the campaign, bringing fearless attitude to juicy splashy lips.  

The YSL Loveshine franchise debuts the new Wet Shine Lipstick online from the 15th March and instore by the end of March, with a national rollout in April set to launch a multitude of nude shades for undeniable creamy shine.