YSL Beauty has always been synonymous with boundary-breaking luxury, and now, the house sets its sights on the next era of authenticity, athleticism, and allure. Stepping into the spotlight is none other than three-time All-NBA First Team player and reigning NBA MVP and Finals MVP, Shai Gilgeous-Alexander, as the newly appointed U.S. Voice of MYSLF ABSOLU.
Already a force on the court, Shai embodies the radical elegance of MYSLF—a fragrance line that has redefined masculinity through bold self-expression. Fronted globally by Austin Butler, the MYSLF franchise celebrates authenticity to its highest form. With Shai joining the campaign, the energy is sharper, fresher, and absolutely magnetic.
The Voice, A Force
From his childhood in Toronto to leading the Oklahoma City Thunder to their first-ever NBA Championship in 2025, Shai has been a study in poise, power, and perseverance. His rise through the NBA has been meteoric—crowned with MVP honors and cemented by a Finals performance that will be remembered for decades. Yet, Shai’s cool demeanor and singular sense of style extend far beyond basketball.
“What excites me most is working with a brand that is known for being the pinnacle of luxury, edge and confidence,” Shai shares. “I’ve admired YSL Beauty 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.”
That sentiment resonates deeply with YSL Beauty’s commitment to authenticity, excellence, and empowering communities—values Shai embodies both in game and in life.
The Campaign: Absolutely Himself
Set against a crisp, minimal backdrop, the visuals strip away distraction, leaving Shai in his truest form. His presence commands attention—effortless, unapologetic, and radiant. The campaign mirrors the spirit of MYSLF ABSOLU: celebrating individuality, liberation, and living fully in one’s skin.
The message is clear: self-expression at its most intense and exhilarating. It’s a manifesto for authenticity—a call to own your power and live boldly.
The Scent: Intensely, Radiantly, Exhilaratingly ABSOLU
Crafted by perfumers Daniela Andrier, Christophe Raynaud, and Antoine Maisondieu, MYSLF ABSOLU reimagines intensity with light. Where tradition leans rich and heavy, ABSOLU disrupts with radiant freshness.
- Top Notes: sparkling ginger and zesty green cardamom uplift MYSLF’s signature vert de bergamot.
- Heart: crystalline orange blossom, grown in Morocco’s YSL Beauty Ourika Community Gardens, brings a luminous, floral core.
- Base: patchouli heart and warm ambery accords deliver sensual depth.
The result? A feel-good scent that’s bright, addictive, and liberating. Pricing ranges from $42 to $210, available now at YSLBeautyUS.com and select department stores.
The Design: More Than a Bottle. A Statement.
Suzanne Dalton’s award-winning design transforms MYSLF into a striking monolith of dark-silver lacquer, bold and reflective. The iconic Cassandre logo is molded directly into the glass—a radical couture gesture.
In alignment with YSL Beauty’s REDUCE OUR IMPACT program, the bottle incorporates recycled glass and FSC™ MIX certified packaging. It’s modern luxury with purpose, merging heritage with audacity.
Shai x YSL Beauty: The Absolute Expression
With Shai Gilgeous-Alexander as its newest U.S. Voice, MYSLF ABSOLU celebrates the next generation of style, sport, and scent. It’s bold, radiant, and absolutely authentic—a fragrance that captures the spirit of now.
Discover MYSLF ABSOLU at YSLBeautyUS.com.
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