Lil Nas X Stars In New YSL Beauté Campaign: ‘Pushing The Beauty Boundaries And Embracing Individuality’

In an Instagram video that dropped on Wednesday of his new collaboration, Lil Nas X gave us the first look at photos from the Yves Saint Laurent’s Beauté campaign, the brand for which he has been a U.S. ambassador since last summer.

Now, in 2023, the Lil Nas x YSL Beauté campaign challenges societal conventions and inspires unapologetic self-expression in a new generation through “a new era of transformation where the only rule is that there are no rules – and there are infinite ways to be,” according to the news release.

Since becoming the star of his new campaign, the rapper has taken his makeup game to the next level. In case you missed it, check out his Met Gala look.

This next step in the “Old Town Road” rapper’s beauty era commemorates the beginning of his second year with the beauty conglomerate.

“What we love about Lil Nas X is his bold approach to self-expression, using makeup as a creative outlet.” YSL Beauté’s U.S. General Manager, Laetitia Raoust, said in the news release. “The power of makeup is endless – and who better than Lil Nas X to demonstrate it?”

The campaign movie features Lil Nas X’s own music: his song “SCOOP,” which showcases the rapper wearing the brand’s newest highlighter and lip products. The soundtrack that will be featured across the campaign intends to take Nas on a journey “through different eras of his life that have shaped the multifaceted identities he shows us today,” the statement read.

Every makeup look will be announced as the following “chapter” of five total, all of which will be dropped sporadically throughout the year to highlight YSL makeup as artistry made to be an avenue for self-expression. Last year, Nas debuted a new lipstick shade coined “The Bold,” a nod to his statement-making style.

This campaign debuted on Wednesday, and it will be followed by a street takeover commencing with Lil Nas X’s Gov Ball performance. It will feature a total of five vignettes, each of which represents a different look.

“Since the beginning of last year, my partnership with YSL Beauté has been pushing the beauty boundaries and embracing individuality,” Lil Nas X said in a statement.

“With this new campaign, we’re exploring my many faces and personalities through five different makeup looks that gave me the chance to experiment with my makeup in a more artistic way,” Nas added. “I hope we can inspire the future generation to do the same.”

The first two “eras” of Lil Nas X the brand is sharing are “The Icon” and “The Edge.”

“The Icon” is Nas’ glowy look, featuring the following YSL products: NU Halo Tint Highlighter in both Bronze and Gold, Lash Clash mascara in Brown and the Candy Glaze Lip Gloss Stick.

“The Edge” is inspired by his festival appearances, showing Nas donning the NU Halo Tint Highlighter in Rosy Quartz and Gold and wearing Lash Clash mascara in Black.

The campaign was shot by renowned queer artist and London-based photographer Campbell Addy.

“Working alongside Lil Nas X, another queer artist, has introduced me to so much, including a new music taste. He is someone who has a great head on his shoulders and is incredibly dedicated to his craft,” Addy said in the news release.

“I am all about what he stands for in terms of fluidity, power and strength. We’ve seen an elevated, sleek side to him that’s never been seen before, mixed with the unapologetic, edgy attitude that we all know and love. It was incredible to be a part of pushing this look,” he added.

Lil Nas X is fearless in challenging conventional beauty standards. As a YSL Beauté ambassador, he joins the likes of Barbie Ferreira, Troye Sivan and Indya Moore.

“YSL is such an iconic brand, and I’m happy to be a part of something that is trying to challenge traditional ideas of masculinity,” the Grammy winner told Good Morning America over email.

“Shout out to YSL for embracing me and my campness and for inspiring change for the next generation of beauty,” his press statement concluded.