YSL Beauty Recruits NBA MVP Shai Gilgeous-Alexander as New Voice of MYSLF Iteration

YSL Beauty is the latest in the beauty space to count on the power play of sports to endorse their products.

The brand has recruited NBA MVP Shai Gilgeous-Alexander as the new US voice for the new iteration of YSL Beauty’s MYSLF: Absolu.

Gilgeous-Alexander is described a dynamic and stylish force on and off the court, where his skill and individual creativity unite to create a radical expression, brand officials said.

“What excites me most is working with a brand that is known for being the pinnacle of luxury, edge and confidence,” said Gilgeous-Alexander. “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.”

Fronted by YSL Beauty Global Ambassador Austin Butler, MYSLF continues the exploration of authenticity to the highest pursuit. As a newly appointed US voice of MYSLF Absolu, Gilgeous-Alexander brings his infectious energy and edge in a bold new campaign.

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

Set against a clean, crisp background, the visuals create a striking contrast that allow Gilgeous-Alexander to stand out in his purest, most authentic form, official said. The visuals capture the spirit of absolute authenticity and joy, says the brand; a feel-good manifesto that champions self-celebration: It’s bold. It’s real. It’s the ultimate expression of MYSLF.

A Fragrance About Letting Go

MYSLF Absolu is about letting go, pursuing pleasure, having fun and embracing a hedonistic lifestyle, per brand officials.

Perfumers Daniela Andrier, Christophe Raynaud and Antoine Maisondieu, disrupt the 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. The precious essence, tailor-made for YSL Beauty, unveils a woody fragrance, and warm ambery accord for extreme sensuality, per marketers. 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.

Edgy Bottle Design

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.

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