All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes.
Shaboozey debuted in his first fragrance campaign for YSL Beauty’s MYSLF Le Parfum on Monday (Sept. 30). He stars in the campaign along with fellow recording artists Lil Nas X, Peso Pluma, The Kid LAROI and Vinnie Hacker, a model and social media influencer.
The 29-year-old country music star took to Instagram to share a photo from the campaign captioned, “Got here by being MYSLF.”
Lil Nas X, LAROI, Hacker and Peso Pluma also shared photos on social media with Pluma calling the YSL Beauty collaboration “a dream come true.”
Led by YSL Beauty Global Ambassador Austin Butler, the creative series celebrates modern masculinity and self-acceptance and incorporates social media capsules and video content shot and directed by Zoey Grossman.
MYSLF Le Parfum has a spicy, vanilla bourbon scent with notes of rich, orange blossom and spicy black pepper. The men’s cologne retails for $39-$180. YSL Beauty’s newest men’s fragrance joins MYSLF Eau de Parfum, which is described as the luxury brand’s first “woody floral fragrance.”
“Lil Nas X, Peso Pluma, Shaboozey, The Kid LAROI and Vinnie Hacker each bring a distinct and powerful voice that resonates perfectly with the ethos of MYSLF LE PARFUM,” said Juliette Ferret, general manager YSL Beauty US. “These artists, with their unique backgrounds and talents, embody individuality while staying true to themselves. This authenticity has fueled their success and enabled them to leave a lasting impact on US culture. MYSLF LE PARFUM is a celebration of modern masculinity, shaped by the personal journeys of these remarkable men.”
The YSL Beauty campaign comes just as Shaboozey celebrates his hit single, “A Bar Song (Tips),” topping the Billboard Hot 100 for a record 12 weeks. The DMV native has been busy on the road for his first, headlining tour launching in Minneapolis last month. The Where I’ve Been, Isn’t Where I’m Going Tour wraps in Los Angeles on Oct. 14.
