French-Algerian model Loli Bahia fronts YSL Beauty’s latest campaign, this time for the brand’s new YSL Care Crush Hand and Body Serum-In-Cream, unveiled on the brand’s Instagram with the caption “Ready for your next crush?” alongside New Zealand-South Korean singer-songwriter Rosé, with whom Bahia has appeared in YSL Beauty campaigns before. The product launch is the latest chapter in a relationship between Bahia and the house that has now stretched across multiple years and a growing catalogue of campaigns, each one reinforcing the sense that YSL did not simply sign a face, but found someone whose presence genuinely belongs inside the brand’s visual world.
A Relationship Built Over Time
Bahia was named a YSL Beauty ambassador in January 2023, and since then has appeared in campaigns for the Rouge Pur Couture The Slim lipsticks, the Inks Vinyl Cream lipstick, and the brand’s Valentine’s Day collection earlier this year, a frequency of collaboration that speaks to how clearly she has become embedded in the house’s identity rather than rotating through it as a seasonal face. The YSL Beauty campaigns have always leaned toward a particular kind of woman, self-possessed, slightly severe, uninterested in performing warmth for the camera, and Bahia has an instinct for exactly that register.
Beyond the Campaign
Her standing in the broader fashion world has grown in parallel, with runway appearances for Chanel, Givenchy, Lanvin, and Valentino, and a recurring presence at Saint Laurent’s womenswear shows most recently appearing at the Spring/Summer 2026 show in a glossy black leather jacket with pronounced shoulders, a double-belted waist, and a matching high-waisted leather skirt, sheer black tights, and pointed white heels. She opened Vogue World in 2024 and appeared in both American and French Vogue for the first time in December of that year, a dual debut that confirmed what the runway had been building toward for two years.
The Care Crush campaign does what the best YSL Beauty work always does: it makes skincare feel like an attitude rather than a routine, and it finds the right person to carry that argument. Bahia, at this point, carries it without being asked.
