Lil Nas X stars in the new campaign for the Yves Saint Laurent Beauty Rouge Pur Couture lip collection: The Bold, a high pigment lipstick for those who aren’t shy.

The brand is on a mission to redefine gender constructs within the beauty industry and has added another cultural force to its portfolio to represent what YSL Beauty means.

Lil Nas X shatters the invisible gender ceiling and enables fearless, boundary-pushing artistry to remold beauty as it is understood today. The new appointment of Lil Nas X has elevated the cultural landscape, reaching new heights and challenging norms that have boxed in creatives for generations.

“Lil Nas X embodies YSL Beauty’s vision for the future of the beauty industry: boundary-breaking, unique, unapologetic, bold,” Laetitia Raoust, YSL Beauty’s U.S. General Manager, exclaims in a press release. “The synergies between the brand and Lil Nas X’s unwavering passion for individuality are the inspiration behind this partnership with the hope it empowers the next generation of beauty.”