Last summer, Glossy reported on YSL’s Nu Collection, a diffusion collection that launched with five your-skin-but-better products designed to appeal to Gen Z. To mark the launch, I interviewed influencer Rickey Thompson, who was just one of the influencers tapped for the announcement.
On Thursday, pop star Troye Sivan also joined the YSL Beauty family. Men are increasingly present in the beauty space: In February, Kayvon Thibodeaux inked a deal with Starface, and Harry Styles, Machine Gun Kelly and Lil Yachty all have their own brands. But men in the makeup space has been slower to catch on. YSL Beauty is leading the pack, when it comes to American brands hiring male ambassadors for makeup.
In the past few years, YSL Beauty has also worked with Dua Lipa, Zoe Kravitz, Lenny Kravitz, Adam Levine, Barbie Ferreira, Kaia Gerber and Indya Moore. “Our ambassadors foster connection and are able to inspire on a deeper, more personal level. Whether through music or acting, or even his TikTok videos, Troye does just this, aligning to the brand’s core value of creative freedom and expression, ”said Laetitia Raoust, US gm of YSL Beauty. Sivan will appear in a series of campaigns across YSL Beauty’s digital channels, as well as in US media campaigns across editorial and out-of-home advertisements.
Along with Barbie Ferrier and Indya Moore, Sivan joins YSL Beauty’s collective of US ambassadors who “celebrate individuality and modernity,” according to the brand.
“Their unapologetic attitudes strengthen the brand’s forward-looking vision to redefine conventional beauty standards and the new American edge,” Raoust said, of the trio. “These icons are beloved by Gen Z and beyond – not just because of their celebrity, but also because of what they stand for and their contagious freedom in expressing their values.”
YSL is making a push toward millennials and Gen-Z consumers, “regardless of gender,” Raoust said.
“It’s widely known that Gen Z is an extremely digitally savvy generation and is interested in all things beauty more than ever, with millennials following closely behind,” she said. “Nu collection was created with the intention of marrying both Gen Z’s principles and our brand ethos of boldness, community and connection with diversity and inclusion.”
Sivan said he never imagined he’d have a makeup contract, but is thrilled he does. “Expressing myself [with fashion and makeup] was something that I was so terrified of as a kid, because I didn’t want people to think that I was gay. … And now I am gay. And I’m really happy about that, ”he said.
“Once I started to release that, and let myself explore and play, I found a really deep love for fashion and beauty. And so, this is a dream come true, ”he said. “In my early life, it was probably like a secret dream. But now, ..… I’m really thankful. What a fun job to come and just play with makeup and get dressed up. ” He called the process of letting himself learn to experiment a “hurdle,” one that came with the “baggage of growing up in the closet.”
Sivan said the music video for his song “Bloom” was a turning point. It opens with a spotlight on Sivan’s lips, which are painted a bright, vinyl red. “That day was a huge day for me, just because I remember being really petrified, seeing myself in the mirror and feeling really powerful, and being scared of that.”
Silvan’s been lucky to learn from the best makeup artists along the way, he said. And now he feels comfortable doing a day-to-day makeup look. “It’s been a trial-and-error journey, it’s a lot of watching YouTube makeup tutorials,” he sai
Nu Collection, which just released its first new product since its initial launch, the Nu Lip & Cheek Balmy Tint with Hyaluronic Acid, is up his alley, he said. “When I’m doing my own makeup, I’m not trying to conceal anything. I’m just trying to accentuate things and give me a little pep in my step and a little boost of confidence. And that’s what I love so much about this campaign and the the Nu collection. That’s what it’s all about. ”