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Latin Grammy Award-winning singer and songwriter Feid, born Salomón Villada Hoyos, is taking his vocal talents to the world of fragrance.
The 33-year-old Colombian music artist has been announced as the new U.S. Voice of YSL Beauty’s Myslf L’Absolu fragrance for men following the appointment of Drew Starkey and Shai Gilgeous-Alexander. Austin Butler starred in the launch campaign for the ginger-heavy scent earlier in September.
The luxury skin care, makeup and fragrance brand honored its new partnership with Feid online in a collaborative Instagram post featuring an image of the performer holding the metallic fragrance bottle embossed with “YSL.” The caption read: “Authenticity, redefined. YSL Beauty is thrilled to announce @feid as the U.S. Voice for Myslf L’Absolu. His rule-breaking, unapologetic spirit, raw sound and bold aesthetic define the new wave of cultural expression.”
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Myslf L’Absolu is the latest scent in the Myslf fragrance line, which already includes an eau de parfum, le parfum and cleansing bar. L’Absolu boasts notes of rich orange blossom, deep patchouli, cool sparkling ginger, bergamot and cardamom.
Myslf first debuted in 2023, featuring Butler as the face of the new line. Speaking to WWD at the time, Butler admitted he didn’t know the name of the fragrance when he was first approached with the opportunity to work with the brand on it. “Then, when they told me [that], it sparked a lot of curiosity for me. I realized that this was going to a conversation starter — to be able to talk about what it means to be true to who you are,” he said.
The original Myslf aroma boasts floral elements with woody undertones, a combination that evoked strong childhood memories for Butler. He told WWD: “My mother wore very floral and vanilla scents, and my dad wore very peppery, woody scents. As a kid I used to spray both of them on me and go to school. I’ve always liked the combination of things that may be conventionally masculine or feminine. The merging of the two has always been part of my taste.”
YSL Beauty has a penchant for snapping up music artists to front its fragrances. Dua Lipa, a YSL Beauty ambassador since 2019, became the face of the brand’s new Libre iteration, L’eau Nue, in March, recreating her George Michael’s “Freedom! ’90” cover while balancing the square bottle next to her head.