Beauty

Zoë Kravitz Expands Her Role at YSL Beauté

Zoë Kravitz is a muse to many. The actress, who most recently co-starred in the HBO mini-series Big Little Lies, was an early adopter of the now-ubiquitous septum piercing. Kravitz was also a progenitor of the platinum-blonde buzz cut trend.

Hoping to capitalize on her clout with the millennial set, YSL Beauté has named the Lola Wolf singer its newest global makeup ambassador. Kravitz’s first global YSL Beauté campaign will debut later this summer.

In a press release, Kravitz said, “YSL Beauté has always been one of my favorite brands. 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 Business of Fashion. The formula seems to be working — the company’s enjoyed 29 percent growth in the past year.

No doubt Kravitz had a hand in this growth. Last May, YSL Beauté named the fashion favorite one of its “muses.” As such, the multihypenate (who boasts over 3 million Instagram followers) has spent much of the past year plugging YSL on social media. In addition to sharing her favorite products and producing YSL-specific beauty tutorials, Kravitz worked on the brand’s “Before the Light” web series, which gave viewers a glimpse of up-and-coming musical artists’ pre-show beauty routines.

This is YSL Beauté’s first ambassador appointment under newly minted global beauty director (and, in his spare time, British Vogue contributor) Tom Pecheux. If Kravitz’s breathtaking June 2017 Allure shoot — which Pecheux helped mastermind — is any indication, these ads are going to be incredible.