Amelia GrayPhoto by: Tyler Joe
In the lead-up to February 14, YSL Beauty is shifting the spotlight from love to desire. On Tuesday, the brand unveiled LOVE 24/7; an all-day, multi-sensory takeover in the heart of SoHo. The activation opened to the public as a playful reimagining of a New York City bodega—where whatever you want is always within reach. Later, it gave way to an after-hours experience, curated for the brand’s inner circle including Amelia Gray, Lila Moss, Alex Consani, Lori Harvey, and Nina Dobrev.
By day, guests roamed the YSL Beauty universe through a series of interactive touchpoints, including a masterclass led by global makeup artist Sam Visser. Speaking with Vogue, Visser shared that the secret to an elevated Valentine’s Day look isn’t in the eyes, per se, “although it’s definitely a good place to start,” he laughed. “It’s really about personality. How someone carries themselves tells me a lot more about how I want to do their makeup than you might expect.”
As night fell, the Berry Crush Lounge was revealed. After entering through two bodega fridge doors, guests were transported to a dimly-lit, magenta-hued escape that pulsed with a sultry energy. The scent of Libre lingered in the air, too, while a decadent floral centerpiece of Berry Crush flacons nestled among raspberries and dried roses brought the fragrance to life. Bartenders moved like shadows behind a sheer partition, crafting cocktails that guests could summon with the ring of a bell. Each drink was also paired with bites inspired by Libre’s notes, doubling down on the evocative experience.
Runway-regular Amelia Gray, who is gearing up for a booked-and-busy New York Fashion Week, shared her go-to makeup essentials for when she is rushing from one show to the next. She likes to keep her look minimal: a pinky-nude lip that she also uses as blush, faux freckles, and a sheer foundation. “I’ve also been loving the Clear YSL Candy Glaze for some necessary gloss,” she added. When amping up her glam from day to night, she recommends “always tightlining the eyes—ALWAYS.”
Nina Dobrev and Lori Harvey each weighed in on the age-old debate of a bold eye versus a bold lip. Dobrev, admitting she’s “a bit of a rule breaker,” loves pairing both together as long as she strikes the right balance. Meanwhile Harvey is fond of embracing smudged eye makeup and a blurred red lip to nail that effortless je ne sais quoi allure.
Also in attendance were social media star Alix Earle and her sister Ashtin, Love Island USA alum Olandria, and singer-songwriter Ella Mai. New York-based DJ Jade Croo, kept the energy alive all night, blending hypnotic house and underground edits as guests mingled and sipped cocktails before the party finally wound down by 11 p.m.