YSL BEAUTY CHAMPIONS THE NEXT GENERATION OF SCENT, SPORT AND STYLE: SHAI GILGEOUS-ALEXANDER AS A U.S. VOICE OF MYSLF ABSOLU

NEW YORK, Sept. 10, 2025 /PRNewswire/ -- YSL Beauty celebrates three-time All-NBA First Team, and reigning NBA MVP and Finals MVP, Shai Gilgeous-Alexander, as a U.S. Voice for the new iteration of MYSLF: MYSLF ABSOLU. An embodiment of modern, multi-dimensional athleticism-meets-iconicity, Shai is a dynamic and stylish force both on and off the court, where his skill and individual creativity join to create a radical expression.

Fronted by YSL Beauty Global Ambassador Austin Butler, MYSLF continues the exploration of authenticity to the highest pursuit – a trait valued & reflected by Shai. As a newly appointed U.S. Voice of YSL Beauty's MYSLF ABSOLU, Shai brings his infectious energy and edge - effortlessly commanding attention in a bold new campaign.

THE VOICE, A FORCE. 
A rising star from childhood, Canadian-born Shai Gilgeous-Alexander has become one of the most electrifying forces in basketball today. After being drafted in 2018, Shai's steady rise reached new heights in 2025, when he led the Oklahoma City Thunder to their first-ever NBA championship and earned both League MVP and Finals MVP honors.

Known for his cool demeanor and sharp instincts on the court, Shai's influence extends far beyond basketball.

"What excites me most is working with a brand that is known for being the pinnacle of luxury, edge and confidence. I've admired YSL Beauty in its capacity as a legendary, boundary-breaking brand since I was young, shopping with my mom. To now be part of that legacy feels not only like an honor and a privilege, but true to who I am." - Shai Gilgeous-Alexander, U.S. Voice of YSL Beauty's MYSLF ABSOLU

Shai uses his platform to connect with others, inspire the next generation of athletes, and celebrate his roots aligning with YSL Beauty's commitment to authenticity, excellence, and empowering communities.

THE CAMPAIGN. ABSOLUTELY HIMSELF.
Set against a clean, crisp background, the visuals create a striking contrast that allow Shai to stand out in his purest, most authentic form. No distractions, just unapologetically himself. He radiates confidence and individuality, fully embracing every facet of who he is.

Shai embodies the superlative essence of self-expression: the most intense, the most liberated version of oneself, encapsulating the MYSLF ABSOLU fragrance. It's about leaning into your desires, celebrating your own choices, and owning the power of living freely and fully in your own skin.

The visuals capture the spirit of absolute authenticity and joy. A feel-good manifesto that champions self-celebration. It's bold. It's real. It's the ultimate expression of MYSLF.

INTENSELY, RADIANTLY, EXHILARATINGLY ABSOLU.
Absolutely intense. Absolutely radiant. Absolutely exhilarating. It's the new feel-good scent.

In the newest expression of the MYSLF fragrance line, YSL Beauty reveals the highest elevation of its masculine icon: new feel-good intensity for instant radiant pleasure. The epitome of YSL Beauty's edgy attitude is encapsulated in a new powerful sparkling trail.

With MYSLF ABSOLU, perfumers Daniela Andrier, Christophe Raynaud, and Antoine Maisondieu, disrupt the very concept of the "absolu." Rather than going rich and opulent, they've shot the scent through with light, making it radiant and luminous. The scent opens with an invigorating burst of cool spices. The fresh sparkling ginger essence and note of zesty green cardamom enhance MYSLF's unique vert de bergamot scent. Impactful and incisive, this brilliant quality of bergamot is crafted to render the liveliness of the fruit at the beginning of the harvest.

At the heart of the fragrance, MYSLF's signature orange blossom is magnified, augmented by a clean, crystalline accord crafted from blossoms grown in the YSL Beauty Ourika Community Gardens in Morocco. This unique accord, introduced for the first time in MYSLF, transcribes the most faithful expression of the flower, its quintessence. The precious essence, tailor-made for YSL Beauty, unveils a woody fragrance, and warm ambery accord for extreme sensuality. The patchouli heart that brings warmth and depth to MYSLF ABSOLU is cultivated in Indonesia by local programs that support underprivileged communities, focused on fair trade principles.

MYSLF ABSOLU is all about letting go, pursuing pleasure, having fun and embracing a hedonistic lifestyle. Now's the time to feel it all.

Pricing ranges from $42 to $210 and can be discovered at YSLBeautyUS.com, and department stores.

THE DESIGN. MORE THAN A BOTTLE. A STATEMENT
MYSLF is more than a bottle. It's a totem, giving off its own vibration. A YSL Beauty attitude. Radically strong. Unapologetically bold. Conceived by the award-winning designer Suzanne Dalton to express a more subtle, sensual expression of masculinity, MYSLF's tall, slender monolith encapsulates the quintessential YSL Beauty silhouette.

Today, the icon becomes the absolute expression of MYSLF, turning the luxurious lacquering of the glass into a shiny, dark-silver mirror. A new, bold, tone-on-tone metallic finish that reflects the sparkling trail of MYSLF ABSOLU.

In a quintessentially couture gesture, the iconic YSL Beauty cassandre design dips into the surface. A technical tour de force and a true innovation, as the cassandre is molded directly into the glass rather than being an added plate.

This edgy design is driven by YSL Beauty's program REDUCE OUR IMPACT. The glass bottles contain recycled glass, and the boxes are FSC™ MIX certified. By using an FSC™ certified board for the boxes, Yves Saint Laurent Beauty supports forest management that respects people and nature.

ABOUT YSL BEAUTY

In the tension between timeless legacy and modern audacity, YSL Beauty creates daring beauty that dresses change. Boldness and singularity. Manifested through clashes of color, light, style, the liberation from convention. The defiance of the norm. Authenticity, the foundation driving the brand to create icons in makeup, fragrance and skincare, born from the heritage of M. Saint Laurent who shaped the cultural zeitgeist for generations. YSL Beauty creates unapologetic beauty that frees and moves the lines, in the here and now. Young, edgy, luxury.

yslbeautyus.com

SOURCE YSL Beauté