Yves Saint Laurent
MYSLF
MYSLF, launched by Yves Saint Laurent in 2023, was composed by Daniela Andrier, Christophe Raynaud and Antoine Maisondieu. The house presents it as its first masculine woody floral, opened by a fresh bergamot, carried by an orange blossom absolute from Tunisia and supported by a base of Indonesian patchouli and Ambrofix™. The refillable bottle and the campaign fronted by Austin Butler accompany this launch, intended, according to the house, for a younger generation.
- Brand
- Yves Saint Laurent
- Launch year
- 2023
- Gender
- Men
- Olfactory family
- Woody
- Concentration
- Eau de Parfum
Where to buy
MYSLF is presented by Yves Saint Laurent Beauté as the house's first woody floral fragrance for men. It is signed by Daniela Andrier, Christophe Raynaud and Antoine Maisondieu, according to WWD and Wikiparfum.
According to WWD, this launch comes six years after Y for Men (2017), in line with the house's masculine fragrances, L'Homme (2006) and La Nuit de L'Homme (2009).
The name MYSLF fits, according to Stephan Bezy, Yves Saint Laurent Beauté international general manager at licensee L'Oréal, within a desire to address Generation Z.
MYSLF was first launched in mid-August 2023 on the house's American platform, before a wider rollout two days later, WWD reports.
The collection has since expanded with Le Parfum and L'Absolu, the latter having been the subject of a new campaign with Austin Butler announced in early August 2025.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
Austin Butler facing Julia Ducournau
Film directed by Julia Ducournau with Austin Butler, BETC Paris campaign unveiled on August 22, 2023.
The launch campaign for MYSLF features actor Austin Butler, chosen as the face of the campaign for Yves Saint Laurent Beauté, according to lareclame.fr. The film was directed by Julia Ducournau, Palme d'Or winner at Cannes in 2021 for Titane, and the print campaign was photographed by Gray Sorrenti, according to Ads of the World.
The campaign was created by agency BETC Paris, a longtime partner of the house, and unveiled on August 22, 2023 on television and digital, with an earlier teaser featuring only Austin Butler's voice.
According to Julia Ducournau, quoted by the house, she did not think about gender while directing the actor but sought to show all the facets she saw in him. The film, shot in a corridor of mirrors set to music by Ishmael, shows the actor confronting his emotions, Packshot Mag notes.