Kaia Gerber is the Face of YSL’s Playful New Lip Colours

YSL Beauté‘s Volupté Shine lipsticks have long been a godsend for the matte-adverse, and now comes an extension to their glossy lineup. Volupté Plump-In-Colour features conditioning ingredients like coconut oil and pomegranate extract, and feels super similar to other Volupté products but with a special twist; a formula with peppermint oil, caprilyl glycol and black pearl powder to stimulate and plump lips.

Available in eight sheer colours, the shades range from a soft pale pink to a dramatic deep plum. “It’s for a woman who likes the idea of bright, bold colours, but doesn’t want the full effect,” says Tom Pecheux, makeup artist and YSL Beauté‘s global beauty director. Pecheux also suggests layering the gold one on top of the others for extra shimmer.

The little black heart set within the centre of each balm adds an extra visual detail. “I wanted to create something that felt a little girly yet a little punk,” he says, describing the shape as kawaii—a Japanese term which means super cute. “It’s not so much about bringing colour, as just adding a unique, playful and edgy heart in the spirit of YSL.”

Fronting the campaign is Kaia Gerber—the 17-year-old model progeny of original supe Cindy Crawford—her first since being signed by the brand last fall. Though Pecheux’s own experiences working with Crawford are limited, he admits he sees similar qualities between the pair.

“I remember working with [Crawford] a couple of weeks after she had given birth to Kaia,” he recalls. “It was in Milan at the shows. It was such an incredible moment because she was looking amazing, but every single person wanted a bite out of her and that can be stressful. She handled the situation with so much chic, grace and loveliness. And that’s what I find in Kaia.”