YSL Beauty Launches New Era That Breaks the Mold in Makeup Artistry

YSL Beauty is launching a new era in makeup artistry with a vision distinguished by cultural impact, allure and inclusivity. In line with this vision, the brand is proud to announce Sam Visser as its Global Makeup Artist. Through content that transcends current beauty standards, Sam Visser elevates makeup artistry to new heights while creating a fresh cultural context.

One of the leading makeup artists of his generation, Sam Visser has become a favorite among Hollywood stars. With his radical approach, he is revolutionizing the beauty world and is recognized for his bold and innovative style. Born in Los Angeles, Sam began experimenting with makeup from an early age. During his school years, he gained experience in the industry by assisting on high-profile shoots. Over time, he developed a distinctive aesthetic that merges the dazzling glamour of previous generations with bold and innovative techniques. His makeup vision brings together the digital world and real life. He blends iconic references from the 1970s and 1980s with a future-forward understanding of makeup. By using makeup as the most powerful tool for individual expression, he has redefined boundaries.

To date, Sam has collaborated with names such as Inez and Vinoodh, Carlijn Jacobs, Harley Weir, Bryce Anderson, Hugo Comte, Charlotte Wales, Ethan James Green, Guido Paulo, Sharna Osborne and Nadia Lee Cohen. His editorial work has appeared in The Face, i-D, Pop, Vogue, W Magazine, Re-Edition and numerous other publications.

 "We are thrilled to announce Sam as our new Global Makeup Artist. His vision, his connection with Gen Z and his fearless approach that knows no boundaries make him a perfect representative of YSL Beauty's values while signaling an exciting direction for the brand." - Stephan Bezy, International General Manager, Yves Saint Laurent Beauté.

Makeup Offers the Freedom to Express Yourself: A Boundary-Breaking Collaboration Begins
Sam shares a bold, original and confident approach with YSL Beauty, bringing couture elegance together with an innovative vision that pushes the boundaries of makeup.

Inspired by Monsieur Saint Laurent's vibrant colors, unique textures, powerful and minimalist silhouettes, Sam reflects the essence of YSL Beauty. He believes that makeup should instill confidence and sees it as a tool of empowerment that enables everyone to express themselves in their most authentic form.

"YSL Beauty represents not only a beautiful identity but also a spirit that embodies freedom, rebellion and a refusal to conform to current beauty standards. That is why joining the YSL Beauty family as Global Makeup Artist is a great honor for me. It was a brand that touched my soul as a child, so now it feels like I'm returning to where I started." – Sam Visser.

Where Legacy Meets Modernity: Sam's Unique Vision for YSL Beauty
Sam first met YSL Beauty at age twelve when his mother bought him a Rouge Volupté Shine lipstick. Now, as he takes ownership of the brand's legacy, he is advancing makeup aesthetics. Drawing inspiration from pop culture, dazzling futurism and cinematic nostalgia, he creates timeless and impactful looks. His approach focuses on setting tomorrow's trends rather than following them.

As Sam reinterprets the iconic looks Monsieur Saint Laurent created in the 1970s and 1980s, he will bring a new perspective to the brand's future by addressing beauty perception and the creative process behind makeup products. Imagine unforgettable and iconic looks where the only rule is that there are no rules!

YSL Beauty's new bold signature: Meet Sam's Signature Looks
To launch this collaboration, Sam will create three new signature makeup looks inspired by the brand's iconic heritage. Both sophisticated and accessible, these looks will herald a groundbreaking new era in YSL Beauty makeup artistry.

From makeup artistry to global representation
Following a series of videos hinting at Sam's new role at YSL Beauty, the brand is now ready to showcase his unique vision. With the introduction of makeup looks bearing Sam's signature, YSL Beauty is launching a new era in the beauty world.

Far more than a makeup artist, Sam, as a cultural figure, aims to transcend current beauty standards and traditional makeup narratives while initiating a new global conversation. Throughout the year, he will share his creative process through special digital meet-ups, explain makeup tips and offer insights into his sources of inspiration. At the same time, he will lead a series of masterclasses worldwide and continue to collaborate with YSL Beauty ambassadors and renowned names for red carpet looks.