Charli XCX named YSL Beauty ambassador to front ‘new era of make-up’

By Alessandro Carrara | Published: 21-May-2026
Marketing

YSL Beauty Global Makeup Artist Sam Visser has created a new look to kick off singer Charli XCX’s debut marketing material with the L'Oréal-owned make-up brand

YSL Beauty has named Charli XCX – the British singer, songwriter and figurehead behind the 2024 ‘Brat Summer’ trend – its latest ambassador.

Charli XCX, whose name is Charlotte Emma Aitchison, will front a “new era of make-up” for the L'Oréal-owned luxury brand.

She joins models Amelia Gray Hamlin, Lila Moss and Laura Harrier as a US Local Ambassador, and was chosen for being a “generational voice who continuously reshapes the boundaries of artistry”, according to a company statement by YSL Beauty.

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Charli XCX released her major-label debut album ‘True Romance’ in 2013.

Her 2024 album, ‘Brat’, kick-started an anti-perfectionism beauty trend that year, defined by the colour green, which would go on to earn her a Grammy Award in 2025.

“Together, YSL Beauty and Charli XCX embody a shared vision of beauty that emotes young, edgy, luxury,” a statement from YSL Beauty read.

“Rooted in the disruptive legacy of M. Saint Laurent, the collaboration celebrates make-up not as perfection – but as transformation, emotion and raw self-expression.”

The first marketing material for the campaign sees Charli XCX wearing a cosmetics look designed by YSL Beauty Global Makeup Artist Sam Visser, who joined the company in February 2025.

She will also spotlight the launch of new Skin Affair Soft Glow Cushion Foundation, a hero complexion product that claims to give a radiant glow. 

The YSL Beauty statement continued: “For YSL Beauty, this appointment marks the next chapter in a creative partnership months in the making.

“From the hyper-emotive glamour of movie premiere looks to Charli’s undone elegance at fashion’s biggest night, and the raw, visceral energy of the ‘Rock Music’ video, YSL Beauty has continuously been part of the visual language shaping Charli’s evolving beauty identity.”

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