As part of its new marketing initiative to reach Gen-Z beauty shoppers, luxury beauty label YSL Beauty announced actor and model Indya Moore as its newest U.S. brand ambassador on Thursday.
“Pose” star Moore is the latest brand ambassador to be named as part of YSL Beauty’s Gen Z-centered Muse program. They join “Euphoria” actor Barbie Ferreira, who was announced as a brand ambassador on February 8. Moore will be featured in ongoing campaign content on both Moore’s personal and the brand’s social media accounts and in out-of-home ads showcasing YSL Beauty’s makeup, starting with the brand’s new Lash Clash mascara.
“Being the face of a major luxury beauty brand as a trans-identifying person helps to continue to illuminate the importance of trans representation in today’s culture,” said Moore, who will appear in the next installment of “Aquaman” films.
“Indya is a visionary, whose boldness and unapologetic attitude strengthens the brand’s forward-looking vision to push boundaries, when it comes to conventional beauty standards,” said David Iop, YSL Beauty’s vp of global communications and image.
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Last year, Moore appeared in an ad campaign for the Saint Laurent fashion brand.
The new Muse program is part of YSL Beauty’s concerted marketing push toward a Gen Z audience, which also includes the launch of its gender-neutral Nu collection of makeup-skin care hybrid products. The Gen Z-focused Nu Collective of brand ambassadors includes TikToker Rickey Thompson, trans and deaf actor Chella Man, trans model Ceval Omar and TikTok star Brynne Rosetta.
“When it came to choosing our ambassadors on this new brand journey, we wanted to appeal to our Gen-Z consumers and work with icons that they are able to connect with on a deeper, more personal level. They are extremely inspiring for Gen Z and embrace their edge and individuality without hesitation,” said Iop.
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The brand is going for “edgy” and “forward-thinking” branding with its new initiatives, he said. And it’s taking inspiration from a range of cultural subsets including gaming, street dancing and DJing.
Moore said her own beauty style is “bold and expressive.”
“I love to play with beauty looks to express how I’m feeling every day, without hiding my natural features,” they said.
For the brand’s Gen Z-focused Lash Clash campaign featuring Moore and Ferreira, it will be creating a special branded filter on Instagram and a dance routine with custom music for TikTok. In the future, YSL Beauty plans to launch initiatives on Twitch and in the metaverse.
Other brand ambassadors for YSL Beauty include global ambassadors Dua Lipa, Zoe Kravitz and Kaia Gerber.
Luxury beauty brands have made progress with trans representation in recent years. In August 2020, “Euphoria” star Hunter Schafer was named Shiseido’s global brand ambassador. In May 2021, Dior Beauty named transgender star Jin Xing as the ambassador for its J’Adore fragrance. And transgender model Valentina Sampaio became the face of Armani Beauty in November 2021. In 2019, Chanel Beauty featured transgender model Teddy Quinlivan in a campaign.
“There’s always progress to be made, but the stepping stones are laid,” said Moore. “Brands like YSL Beauty are at the forefront of elevating the inclusivity conversation, when it comes to beauty, so I’m thrilled to work with them to continue toward this goal.”
