Alisha Boe Named YSL Beauty Black Opium Ambassador

Actress Alisha Boe has been named the global brand ambassador for Yves Saint Laurent Beauty’s blockbuster fragrance Black Opium, according to an announcement from the brand. Boe, known for her roles in “13 Reasons Why” and the upcoming third season of Apple TV+’s “The Buccaneers,” steps into the role to front a new campaign introducing the scent Pink Glaze.

The Strategy Behind the Black Opium Campaign

Black Opium consistently ranks among the top 10 women’s fragrances worldwide, according to brand data. Yann Andrea, speaking in his first interview since becoming global brand president of YSL Beauty at L’Oréal in March, explained that the new campaign aims to capture contemporary cultural shifts. Young people today crave collective and shared energy, according to Andrea, prompting the brand to infuse a sense of community into the fragrance’s latest iteration.

“The new campaign really embodies this cultural shift,” Andrea said, describing Boe as a catalyst who pulls her crew into a state of shared obsession. The executive noted that the brand intentionally pairs its heritage with the edginess of the now, following a formula that previously brought in talent like Dua Lipa for the Libre fragrance line.

Olfactory Profile of Black Opium Pink Glaze

The original Black Opium features a black coffee and white flower signature. The new Pink Glaze extension adds a sensual fruity gourmand twist, anchored by a prominent strawberry note designed to enhance the original juice, according to YSL Beauty. Perfumers Nathalie Lorson, Marie Salamagne, Honorine Blanc, and Olivier Cresp formulated the new scent, which launches starting in Europe.

Alongside the new scent, the classic Black Opium eau de parfum bottle has been redesigned. The updated flacon features sharper lines, greater dark transparency to play with light and shadow, and a more sophisticated, refillable glitter finish that is currently rolling out globally.

YSL Beauty’s Global Portfolio Expansion

YSL Beauty finished full-year 2025 with four men’s and women’s fragrances in the global top 10, including Black Opium, Libre, Myslf, and Y. Andrea noted that while fragrances drive significant momentum, the brand is also expanding its skin care and makeup divisions worldwide.

In Asia, YSL Beauty has established a core skin care business anchored by the Pure Shots Serum, which targets urban consumers under the tagline “Live fast, stay young.” Meanwhile, makeup innovations like the Skin Affair Soft Glow Cushion Foundation are transitioning successful nomadic beauty routines from Asian markets to Western consumers, according to brand executives.

Frequently Asked Questions

Who is the new face of YSL Black Opium?

Actress Alisha Boe serves as the global brand ambassador for YSL Beauty’s Black Opium.

What is Black Opium Pink Glaze?

Pink Glaze is a new fragrance extension featuring a fruity gourmand twist with a strawberry note that enhances the original black coffee and white flower juice.

When does the new Black Opium campaign launch?

The Pink Glaze campaign and updated refillable bottles roll out starting in Europe.