Dua Lipa Does Lips with YSL Beauty

That shift feels especially interesting with Dua Lipa, because her relationship with YSL Beauty already carries history. She has fronted the Libre fragrance franchise since 2019, and in early 2024 the house elevated her to Global Makeup Ambassador during the Loveshine launch. At the time, YSL and its partners framed her as a figure of modern femininity, individuality, and empowerment, while Dua herself described makeup and fragrance as forms of self-expression, playfulness, creativity, and individuality. In other words, their vocabulary already matched.

That is also why she fits YSL so naturally. The beauty arm of the house keeps returning to the same ideas of freedom in experimentation, confidence and sensuality, and a kind of couture sharpness that still leaves room for excess. Libre is literally sold as the scent of freedom, with language around boldness, sensual tension, and a strong woman living fully, while Dua’s own public beauty image has long worked through that same tension between polished outlook and inner personality. She carries glamour with a pulse in it. She can look sharply dressed and still suggest nightlife; she can wear a glossy nude and keep it from going blank.

The new lip collection makes that fit even clearer. Loveshine, her first makeup campaign with the brand, was all about juicy shine and radiant lips; YSL even called it a natural progression of both their relationship and her love of lip color. Lovenude develops that story in a subtler register. Kiss Shaper can be used to sculpt the lip, softly overline it, or blur it out, and the Lip Blusher is built as a second-skin nude balm with 12-hour blur, 24-hour hydration, and a 90% balm base. The official collection language pushes “mix and match” combinations and an “undressed” pout, which makes the campaign feel less about a single finished mouth and more about expression through nuance. On Dua, that nuance lands well: she brings enough personality to keep nude from becoming passive.

There is a nice symmetry here, too. Before Lovenude, Dua had already helped YSL Beauty make lips into a major franchise moment through Loveshine, and that earlier campaign was staged in Morocco near the brand’s Ourika Community Gardens, linking her not just to a product push but to a broader YSL beauty mythology. Lovenude now feels like the next chapter: less gloss manifesto, more skin-close seduction, still youthful, still unmistakably YSL. For a house that wants to keep speaking to younger beauty consumers, Dua Lipa remains a persuasive messenger, because she carries the brand’s core ideas without making them feel inherited. This partnership will likely spark a softer, fresher, more lip-centered phase for YSL Beauty, one where freedom arrives blurred at the edges, wearable in daylight, and still charged with the house’s old Saint Laurent electricity.