YSL Beauty has taken a significant step in redefining masculinity with the launch of its latest MYSLF fragrance, LE PARFUM. With a new innovative digital series, an impressive roster of contemporary artists such as The Kid LAROI, Lil Nas X, Peso Pluma, Shaboozey, and Vinnie Hacker embody the brand’s focus on authenticity in a world of mass similarity. Together, they bring the philosophy of YSL Beauty to life through a vibrant digital series, inviting audiences to join them on their journey of self-reflection.
At the heart of the series lies a powerful declaration: “BORN MYSLF, NO MATTER WHAT.” Encouraging individuals to embrace their true selves, free from societal expectations, the project emphasizes that modern masculinity is not defined by rigid stereotypes but by the freedom to express one’s identity authentically. The featured artists each contribute their unique perspectives, presenting an array of narratives that shape what it means to be masculine in this day and age.
Directed by Zoey Grossman, the visuals for “MYSLF” capture the artists as they are: completely raw and, in a way, at their most vulnerable. With a blank gray backdrop, the campaign focuses not on the setting, but on each individual’s inner thoughts.
The scent, which combines spicy black pepper, Tunisia orange blossom, and vanilla bourbon with woodsy undertones, stands out as a poignant and endearing fragrance allowing the wearer to grasp endless attention.
A dynamic figure in the music industry, The Kid LAROI has quickly risen to fame with his genre-blending style and poignant lyrics. His music often delves into themes of love and heartbreak, resonating deeply with fans around the world. As a Grammy-nominated artist, he represents the voice of a generation that values emotional honesty and artistic exploration.
Peso Pluma is a trailblazer in the realm of music Mexicana, recognized for his Grammy-winning contributions that have brought the genre to a global audience. His unique sound and captivating performances highlight the importance of his roots, making him an ideal ambassador for YSL Beauty’s message.
Below, VMAN chatted with The Kid LAROI and Peso Pluma to learn more about the “MYSLF LE PARFUM” fragrance and what it means to be a man in this day and age.
VMAN: You gained international success at quite a young age. What do you think is the biggest lesson you’ve learned throughout your career thus far, and how does that manifest into the music you create today?
The Kid LAROI: The biggest lesson I’ve learned is to trust your gut and follow your own intuition. I try to not let it affect the music that I make apart from gaining a new perspective and storytelling.
Peso Pluma: I’ve learned that staying true to myself is the most important lesson, keeping both feet on the ground. In the beginning, I felt a lot of pressure, but I realized that my authenticity is what resonates with people.
VMAN: Much like YSL Beauty’s overall message of modern masculinity with its creations, how do you think the concept of modern masculinity is evolving, and what role do you think artists like yourself play in shaping this new narrative?
TKL: Being comfortable with who you are is the most masculine thing ever.
PP: Modern masculinity is evolving, and it’s about embracing individuality and authenticity. We’re moving away from rigid stereotypes and recognizing that there’s no single way to be a man. Music plays a huge role in shaping this narrative by sharing our stories and showing vulnerability in our projects. Being true to myself is the ultimate expression of strength, just like YSL Beauty’s MYSLF campaign.
VMAN: If you could pick one particular scents/notes to represent yourself, what would the scent be, and why? (Floral notes, woody notes, fresh notes, etc.)
TKL: My particular scent is MYSLF Le Parfum.
PP: A blend of woody and floral notes, much like the MYSLF fragrance. The woody aspect reflects strength and groundedness, while the floral notes capture the vibrancy and passion in my music and culture. Together, they symbolize a balance between tradition and modernity—much like my journey as an artist. This combination embodies authenticity and evolution, reminding me to stay true to my roots while reaching for new horizons.
VMAN: Your music often explores themes of self-discovery and empowerment. What inspires you to write about these topics, and how do you tap into your own experiences to craft your authentic sound?
TKL: I think it’s much easier to express myself through music than verbally in conversation. I prefer to speak through music, I feel like I can articulate myself better.
VMAN: Like the ethos of YSL Beauty’s MYSLF fragrance, you’ve spoken about the importance of staying true to oneself. What advice would you give to young adults struggling to find their place in the world, and how do you think your vulnerability inspires them to forge their own path?
TKL: I would hope that my vulnerability would inspire people to open up because I understand how hard it is to open up and be vulnerable. The biggest thing that I’ve learned is that the most freeing feeling is not conforming to how people want to be or how you think people might want you to be…so don’t do it.
VMAN: As a GRAMMY-winning singer, you’ve stayed true to your roots while still innovating and pushing boundaries, in the same vein as YSL Beauty always strives for innovation. How do you balance authenticity with the constant strive to evolve and experiment in your art?
PP: Balancing authenticity with innovation is a crucial part of my journey as an artist. Staying true to my Mexican roots is very important as it’s part of my culture and my life, but the beauty is finding ways to evolve that…to incorporate new elements and new instruments to keep pushing the genre forward.
VMAN: Your songs have helped bring traditional Mexican music to a global audience. In what ways do you think your heritage influences your unique sound and style?
PP: My heritage is central to my music. Growing up with traditional Mexican sounds—like corridos—shaped my style and approach. I love blending those elements with contemporary genres, which honors my roots while making the music accessible to a global audience. Every beat and lyric reflects my identity, celebrating our culture and inviting everyone to connect with those stories.
