Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Inside YSL Beauty’s Formula for Staying Young

The luxury fragrance brand has proven time and again that it knows how to win over the youth market. Its latest scent, MYSLF, aims to embody Gen-Z ideas around self-expression — to a point.
Yves Saint Laurent tapped actor Austin Butler as the face of its new Gen-Z fragrance, MYSLF.
Yves Saint Laurent tapped actor Austin Butler as the face of its new Gen-Z fragrance, MYSLF. (Courtesy)

Whenever I see a new brand or product with a vowel-free name, I think of

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

The Fight For Beauty’s Top Talent

With luxury names like LVMH and Kering revving up their beauty businesses, pure play competitors need to safeguard their most prized possessions: their people.

In This Article
Organisations

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.

Can Mikayla Nogueira Sell Fragrance, Too?

The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.


Ulta Beauty Joins TikTok Shop

Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON