YSL Beauty has appointed Sam Visser its Global Make-up Artist as it “ushers in a disruptive new era of make-up artistry”.
The 24-year-old MUA was chosen by the L’Oréal-licensed company because he is “one of the leading make-up artists of his generation,” read a statement from YSL Beauty.
The luxury brand hopes the partnership will help it “reach a new level of cultural relevancy”.
Stephan Bezy, International GM for YSL Beauty, said: “We are thrilled to announce Sam as our new Global Make-up Artist.
“His vision, his connection with Gen Z, and his unapologetically daring approach make him the perfect embodiment of YSL Beauty’s values and mark an exciting direction for the brand.”
Last year, Bezy told Cosmetics Business that he is on a mission to make YSL Beauty the number three luxury make-up brand in the prestige beauty market.
Visser is known for his bold make-up experimentation, blending the real and digital world and merging iconic references from the 1970s and 1980s.
His work has been featured in Vogue, The Face, i-D and W magazine, and he has more than 352,000 followers on Instagram.
Visser will work with YSL Beauty on signature looks and beauty tutorials, and host a series of exclusive “online rendezvous” where he will reveal his creative process.
“In reimagining the looks that M. Saint Laurent was famous for in the 1970s and 1980s, Sam will also envision a new future for the brand by viewing the perception of beauty and the creation of make-up products through the lens of gender,” read a statement from YSL Beauty.
“Think unforgettable, iconic imagery where the only rule is – there are no rules.”
He will also lead a series of masterclasses around the world and continue with YSL Beauty ambassadors and celebrities for red carpet appearances.
“There is a strong sense of self-identity and power within YSL Beauty,” said Visser.
“A feeling of freedom, rebellion and a lack of conformity to meet current beauty standards.
“That is why joining YSL Beauty as Global Make-up Artist is the highest honour.
“It is the brand that touched my soul when I was just a child, so now I feel like I have traveled back to where I started.”