Music phenom and industry game-changer Lil Nas X has a penchant for being in the spotlight – with his thought-provoking lyrics and big personality. And with the announcement of him joining Yves Saint Laurent Beauté as its newest brand ambassador, his star profile continues to shine.

X will represent the company’s U.S. territory, to help brand consumers continue to see and embrace their beauty without being defined by societal standards. In his role, he will support new brand initiatives – including men’s makeup and fragrances – while appearing in U.S. advertisements and strategic content development.

The first round of product rollout that coincides with his appearance, incorporates the brand’s “Rouge Pur Couture: The Bold” lip color and “Lash Clash” mascara – as seen in X’s accompanying campaign imagery of him in a far-off desert. As the beauty industry continues to experience an influx demand for more male-oriented products, this new collaboration between X and YSL Beauté seems timely and makes sense – particularly with fellow genre-bending icon Lenny Kravitz currently fronting the brand’s “Y” fragrance campaign.

Describing his involvement with the brand, X says: “It’s been a lot of fun working on this campaign with YSL Beauté – they’re such an iconic brand, and I’m happy to be a part of something so unique and groundbreaking in the beauty world. Shout out to YSL for embracing me and my campness and for inspiring change for the next generation of beauty.”

Echoing X’s sentiment, YSL Beauté’s U.S. General Manager, Laetitia Raoust, shares: “The synergies between the brand and Lil Nas X’s unwavering passion for individuality are the inspiration behind this partnership, with the hope it empowers the next generation of beauty.”

“Like Lil Nas X, the campaign is brave, it challenges the status quo and reminds us to keep pushing the boundaries of identity,” added Jennifer Frommer, SVP of Partnerships & Commercial Licensing at Columbia Records.

Additionally, X will introduce “an unreleased, never-heard-before track,” to help buffer his brand ambassadorship.

Further information on YSL Beauté’s new product rollout and Lil Nas X’s involvement can be found on the brand’s website.

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