The new Lash Latex Mascara by YSL Beauty arrives with Alex Consani as its face and an innovative formula that reimagines the concept of lash makeup.
The new Lash Latex Mascara by YSL Beauty has landed powerfully on the market, backed by Alex Consani, one of the most influential models of Generation Z. The brand presents this launch as its major bet within the eye category: a mascara designed to create a stretched and sculpted effect inspired by Couture Latex textures, yet formulated without plastics. Its water-bonding formula and high-precision brush have been engineered to deliver 24-hour wear, lifting the lashes with a defined and clump-free finish. From 18 December, the product will be available at Sephora, where it is expected to become one of the brand’s best sellers.
With a silver casing that revives the maison’s DNA and the iconic YSL logo, Lash Latex Mascara reinforces the brand’s technological shift following the success of its Lash Clash Extreme Volume Mascara. According to YSL Beauty, this new release expands the brand’s presence within the eye segment through a concept built around “lash training,” where the nourishing formula and exclusive brush wrap each lash fibre to maximise the final result — an approach that, as highlighted by the brand’s US leadership, reflects their pursuit of transformative products.
The choice of Alex Consani as the campaign lead is no coincidence. Her image, defined by radical confidence and a contemporary aesthetic, fits seamlessly into the visual universe YSL aims to build around this mascara. The model appears with dramatically lifted lashes, an intense gaze and an attitude that embodies the house’s bold spirit. Although this is her first official campaign for YSL Beauty, Consani has long collaborated with Sam Visser, the brand’s new Global Makeup Artist and one of the most promising talents in beauty today.
The creative partnership between Consani and Visser was solidified in Cannes 2025, where the model opted for a copper smoky eye and a rose-taupe lip — one of her most talked-about looks. Visser, known for blending red-carpet mastery with an experimental artistic approach, has worked with Bella Hadid, Doja Cat, Rihanna, Dua Lipa and Sabrina Carpenter, cementing him as a key reference for the next generation of beauty creators.
The launch of Lash Latex Mascara adds to the global momentum of YSL Beauty, which this year has strengthened its presence with campaigns featuring talents such as Feid, chosen as the new face of Myslf L’Absolu in the United States, alongside names like Drew Starkey, Shai Gilgeous-Alexander and Austin Butler. With this move, the maison reaffirms its commitment to blending innovation, emerging talent and a distinctive aesthetic vision that speaks directly to the contemporary consumer.
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