YSL Beauty has tapped Dua Lipa—global pop star, fashion maximalist, and walking serotonin dispenser—to front its campaign for the new LOVESHINE Plumping Lip Oil Gloss, a product that sounds like it was named during a sugar rush and a brainstorm session in equal measure. Naturally, Dua Lipa is the face of it. Because if you’re launching a product that promises shine, heat, and a little bit of chaos, you don’t cast a minimalist.
The campaign leans heavily into Lipa’s entire public thesis: bold color, playful energy, slight vintage callback, unapologetic glamour. This isn’t a subtle gloss. This is a disco ball in oil form. “Lipstick is my go-to beauty product,” Lipa says in the official statement. Which feels like a helpful clarification for anyone who’s ever seen her walk a carpet and thought, “This woman definitely loves math.”
This isn’t Dua’s first ride with YSL. She’s been a beauty ambassador for the house, and this campaign marks a natural extension—like if Studio 54 had a skincare aisle. But now the vibes are more 2000s futurism with a Bluetooth headset than 1970s smoke machine. Because what’s a lip oil without a little existential drama?
In the photos: Lipa pouts, smirks, and somehow embodies the phrase “hydrated chaos.” The gloss itself promises plumpness and luminosity, though presumably not enough to rival the gravitational pull of her actual star power.
And while the campaign is technically about lip oil, it’s really about branding asymmetry in action: Dua Lipa doesn’t need the gloss, but the gloss needs Dua Lipa. Otherwise, it’s just oil in a tube. With her? It’s a movement.