Get ready to enter the bold! Bold, radiant, beautiful. This is Rouge Pur Couture The Bold, the new lipstick from Yves Saint Laurent. The dreariness of grey monotony has passed. A world of glamorous technicolor shades reignites the haute couture spirit and embodies life in all its fullness.

The colour miracle: a new level of comfort. Behind the groundbreaking formula is YSL Beauty's patented technology, which infuses lips with radiant colour while maintaining their optimal nourishing state. Powerful pigments provide long-lasting shine and colour, lying on the lips like a second skin. The texture is smoothly stretchable and ensures up to 10 hours of wear. Thanks to the new patented technology, the lipstick always looks expressive and intense.

12 shades, intense colour and nourishing shine: enter the bold. YSL Global Creative Director Tom Pecheux created a palette that focuses specifically on two couture families: "YSL Own Heritage Reds" and "YSL Nudes for All."

Secret No.1: Ethyl cellulose polymer and a specific gloss—two substances that are actually incompatible by nature—are specifically mixed and stabilized with fat components and wax to create the meltingly creamy texture. Once applied to the lips, the ethyl cellulose polymer and the glossy oil separate from each other within seconds; the oil remains on the surface of the lips, providing intense shine. The ethyl cellulose component settles directly underneath and provides the nourishing aspect of the lipstick. The result: expressively shiny colour and heavenly comfort.

Secret No.2: The formula contains 40% nourishing ingredients, maintaining the perfect balance between colour and care. Grape seed oil provides long-lasting colour, comfort and shine; poppy extract, sourced from the YSL Beauty Ourika Community Gardens, provides softness.