YSL Beauty recently announced the face of its latest fragrance and we’re pretty excited. American singer-songwriter, Adam Levine, who appears as a coach on the three-time Emmy Award-winning series, The Voice, will be the new fragrance ambassador for YSL Beauty. The news comes just weeks after Levine and his wife, Behati Prinsloo, announced that they’re expecting a second child.

Dare to dream. Dare to live. Dare to love. Just go for it. @adamlevine ? @guyaroch #yslbeauty #thatsy #thenewfragrance

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“I’m psyched to be collaborating with YSL Beauty, a brand which has always appealed to me for its standout style and groundbreaking imagery,” says Adam Levine in a press release.

The feeling seems to be mutual as Alexandre Choueiri, President of International Designer Collections at L’Oréal USA also commented on the new collaboration. “Adam Levine is the perfect fit for the brand and what our new fragrance Y represents. A star of the music world, a familiar face on our screens, a true talent, he brings a new dimension to YSL Beauty.”

The fragrance itself, created by renowned perfumer, Dominique Ropion, is a blend of the woody notes like cedarwood and the fresh, citrus notes of bergamot and ginger. Suzanne Dalton designed the bottle to embody a creative man who is passionate, driven and takes risks in order to find his place in the world. The design both minimalist and modern, according to Dalton, represents a new masculinity.



Y Eau de Toilette, 100mL ($118), at sephora.ca.