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March 6, 2026
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Fragrance and personal care

YSL Beauty refreshes US ambassador roster

March 6, 2026

The brand is adding new faces to its domestic marketing presence. Image credit: YSL Beauty/Renell Medrano The brand is adding new faces to its domestic marketing presence. Image credit: YSL Beauty/Renell Medrano

 

By Zach James

France’s YSL Beauty is introducing its latest slate of representatives,

American models Lila Moss, Amelia Gray and Laura Harrier are joining the beauty label’s group of U.S. brand ambassadors, with the trio starring in a new campaign. Shot by New York-based photographer Renell Medrano, the advertisements focus on individuality and personal style.

“For this campaign, I wanted to show the YSL Beauty local ambassadors in a real, instinctive and effortlessly elegant way,” said Ms. Medrano, in a statement.

“A blend of documentary sensitivity and couture precision, where luxury lives in the details,” she said. “The streets, the city, they become the backdrop of their daily lives, revealing who they truly are; light, reflections, and movement give shape to their presence.

“It's about capturing truth at its most elevated.”

Fresh faces
Set across a selection of urban environments, the settings serve to highlight each talent’s respective sense of femininity.

Ms. Moss, who has worked with the brand on two previous campaigns, is pictured in a corner store, applying the new Lovenude Lip Liner in front of the snack counter. Meanwhile, Ms. Gray and Ms. Harrier are making their debut with YSL, similarly utilizing concrete as a runway for a selection of recently released and classic beauty products.

Authenticity is at the core of the campaign, which seeks to uplift the trio of ambassadors in a series of unfiltered promotional shots. While playing themselves, the models are each said to represent a different portion of the market, catering to different aspects of the modern, diverse makeup clientele.

Ms. Moss represents “main character energy,” while Ms. Gray and Ms. Harrier take on a chameleon-like role, nodding to their acting careers and highlighting varied cosmetics styles. The imagery uplifts the Lash Latex mascara, YSL Nude Hours Couture Eye Clutch, Make Me Blush Powder, Lash Clash mascara, All Hours Bronzer and Touche Éclat Awakening Concealer Click Pen.

The selection is available now in-store and online.

“There's something really empowering about growing with a brand like YSL Beauty; it feels personal to me,” said Ms. Moss, in a statement.

“Makeup has always been less about transformation and more about intention – how you want to show up in the world that day,” she said. “For me, it's about subtle strength, individuality, and owning your space without having to be loud.

“The most beautiful thing you can be is completely yourself.”

Cast of characters
With its latest marketing launch, YSL Beauty is playing into current luxury trends.

Many high-end operators are leaning into character-driven narratives featuring recognizable names and faces. By utilizing this format, the industry and its lead creatives are embracing the individuality of its consumers, catering to many styles at once.

Earlier this week, U.S. footwear brand Stuart Weitzman continued its spring 2026 campaign, which utilizes a bevy of brand ambassadors, including supermodel Ashley Graham and influencer Emma Chamberlain, to highlight different portions of its seasonal selection (see story).

British fashion house Burberry employed the strategy for its 170th anniversary programming, which kicked off at the start of March and features Kate Moss, Kendall Jenner, Kid Cudi, Matthew Macfadyen, Rosie Huntington-Whiteley and Wu Lei (see story).

 
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