From The Straits Times    |

Photo: Instagram / Adam Levine

You will soon be seeing more of Maroon 5 frontman Adam Levine in Yves Saint Laurent Beauty campaigns and advertising.


The singer is set to be the global ambassador of the luxury house’s new male fragrance, “Y eau de parfum,” reports WWD. The star was unveiled as the digital ambassador of the scent’s predecessor, “Y eau de toilette,” back in October of last year.



A post shared by Adam Levine (@adamlevine) on

The upcoming scent is “a bolder, strong version of Y telling the story of a man who is more advanced in his accomplishment path, but for whom the ‘why’ question is still very present,” international general manager of Yves Saint Laurent Beauté Stephan Bezy, told WWD. Bezy referred to Levine as “the quintessence of coolness” and someone who “embodies the Y values.”


Levine, who has almost 11 million followers on Instagram, is one of multiple music stars snapped up by YSL Beauty recently.



A post shared by Zoë Kravitz (@zoeisabellakravitz) on

Singer and actress Zoë Kravitz was also named as an official ambassador last summer, while singer Halsey also teamed up with the brand back in February to create online beauty content.


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