PARIS, France — YSL Beauté has tapped Zoë Kravitz as its newest global makeup ambassador.
In her new role, the singer-actress — who boasts an Instagram following of three million — will front global makeup campaigns for the brand, with her first debuting later this summer.
The announcement marks the beauty brand’s first ambassador appointment since Tom Pecheux was named global beauty director in January, and coincides with a period of successful brand rejuvenation as it targets a millennial audience.
“YSL Beauté has always been one of my favourite brands,” says Kravitz. “Their ability to combine the chicest of styles with a raw edge has always been to me one of the best ways to express yourself through fashion and beauty. Nothing is forced, nothing is fake but everything is bold, strong and unafraid.”
“We as a brand went back to the DNA of the young Yves Saint Laurent brand that was created in the ’60s, with a brand that resonates very much with the culture of its time,” Stephan Bezy, international general manager for YSL Beauté, told BoF, noting that last year the company has enjoyed 29 percent growth, surpassing €1 billion in sales.
“We definitely want to move forward with that strategy, which has been successful and true to the brand; it’s probably because it’s true to the brand that it works.”
The partnership comes one year after Kravitz worked with YSL Beauté's US division on its “Before the Light” web series about the pre-show beauty routines of up-and-coming music talents.