YSL Beauty is hosting a US pop-up to launch the “playful expansion” to its popular YSL Loveshine franchise and further mark its new make-up era.
YSL Beauty Love Game takes place in Miami on 5 April and showcases the brand’s latest product launch YSL Loveshine Plumping Lip Oil Gloss in a “gamified” space.
Visitors can learn about the new ten shade gloss range via educational challenges in the space, with each ‘love room’ transforming into a playful game.
It also spotlights the L’Oréal-licensed brand’s hero Make Me Blush Bold Blurring Blush.
The pop-up is also celebrating the brand’s “exciting new chapter in… make-up artistry” after appointing Sam Visser as its Global Makeup Artist in February 2025.
“YSL Loveshine was a top launch in the US in 2024 [and] it has become a new make-up icon for the brand,” Manon Ergin, VP Global Communications and Image Yves Saint Laurent Beauté, told Cosmetics Business.
“With the launch of YSL Loveshine, YSL Beauty took a more playful approach, building on our signature chic and edgy identity – and it has been rewarding to see the positive response.
“[So], we wanted to highlight the YSL Loveshine Plumping Lip Oil Gloss in a way that feels just as bold, playful and engaging as the product itself.
“This is not just about launching a new gloss – it is about creating an experience that lets people
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.