YSL Beauty deepens Malaysian roots with first Eid campaign starring Meerqeen

YSL Beauty has launched its first-ever Eid Mubarak campaign in Malaysia, signalling a strategic step towards anchoring the global luxury brand more deeply within local culture. Titled “The golden celebration”, the campaign is led by Malaysian actor and YSL Beauty Malaysia ambassador Meerqeen, positioning his star power at the centre of its festive storytelling.

While YSL Beauty is globally synonymous with Parisian edge and bold glamour, this campaign demonstrates a deliberate effort to localise that identity for the Malaysian market, particularly among Malay Muslim consumers who drive significant festive spending during Ramadan and Eid. By choosing to spotlight Eid for the first time locally, the brand aligns itself with one of the most culturally and commercially significant moments in the country’s calendar.

Inspired by golden desert tones and the glow of an Iftar sunset, the campaign’s visuals merge tradition with modern luxury. Set among radiant golden leaves, the creative captures reflection, joy and celebration, while maintaining YSL Beauty’s signature daring aesthetic. The tone is aspirational, yet culturally attuned.

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Meerqeen’s involvement underscores that localisation strategy. Selected by the global YSL Beauty team alongside regional names such as Luna Maya and Boran Kuzum, his presence places Malaysia firmly within the brand’s wider festive narrative.

In Malaysia, Meerqeen commands strong appeal among younger Malay audiences, balancing mainstream popularity with fashion credibility. By fronting the campaign, he becomes a cultural bridge between YSL Beauty’s high fashion positioning and the everyday realities of local celebration. His charisma and relatability lend warmth to the campaign, softening the edges of luxury and making it feel more accessible during a season centred on togetherness.

The move also reflects a broader industry trend of luxury brands investing more intentionally in culturally specific moments, rather than relying solely on global tentpole campaigns. For YSL Beauty, Eid is no longer peripheral. It is central to how the brand speaks to Malaysian consumers.

Supporting the campaign is a line-up of Eid exclusive capsules and gift sets, including the LVDP premium gift sets featuring LIBRE and MYSLF EDP, alongside curated makeup and skincare sets designed for festive preparation and gifting.

To extend the celebration beyond digital and retail shelves, YSL Beauty will host a meet-and-greet session with Meerqeen at the L’Oréal Luxe multi-branded Eid Mubarak pop-up at IOI Putrajaya on 1 March 2026. The on-ground activation allows fans to connect with the ambassador in person, reinforcing the campaign’s cultural relevance through physical touchpoints.

With "The golden celebration", YSL Beauty is not merely launching a festive collection. It is signalling a longer-term commitment to local resonance. By embedding itself within Malaysia’s Eid narrative and leveraging a homegrown star to tell that story, the brand demonstrates how global luxury can feel personal, celebratory and distinctly Malaysian.

Meerqeen was first selected to be a YSL Beauty ambassador in 2023, making him the first Malaysian to be the face of the brand. With one of the official campaign images being Meerqeen holding a bottle of foundation, YSL Beauty seems to be receptive to male representation in the beauty industry at the time, especially since the traditional advertisement for makeup would exclusively feature women.

Moreover, in a relatively conservative society such as Malaysia, having a Meerqeen be the face of a beauty brand bends stereotypes and poses as a bold move on the brand's part. This is not the first time that YSL Beauty has taken strategic steps to grow its influence in the Malaysian market. 

YSL Beauty Malaysia's 2022 campaign "YSL Beauty Raya" highlighted its personalised shopping experience was a hit among consumers, resulting in 5.8 million views on social media. Done together with Southeast Asian influencer management platform SushiVid, the campaign showcased three aspects of the personalised service: lipstick engraving, fragrance engraving, and makeup service.

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