Latin Grammy Award-winning singer-songwriter Feid (Salomón Villada Hoyos) is proving his influence goes far beyond the music charts. The 33-year-old Colombian superstar has just been unveiled as the new U.S. Voice of YSL Beauty’s Myslf L’Absolu fragrance for men, joining a roster that already includes Drew Starkey and Canadian NBA star Shai Gilgeous-Alexander.

YSL Beauty celebrated the announcement on Instagram with a striking photo of Feid holding the sleek metallic bottle, captioned: “Authenticity, redefined. YSL Beauty is thrilled to announce @feid as the U.S. Voice for Myslf L’Absolu. His rule-breaking, unapologetic spirit, raw sound and bold aesthetic define the new wave of cultural expression.”

About the Fragrance

Myslf L’Absolu is the latest addition to YSL’s Myslf line, following previous releases including the eau de parfum and le parfum. The scent balances bright notes of orange blossom, ginger, bergamot, and cardamom with deeper tones of patchouli and roasted agave, delivering a bold yet refined profile.

First introduced in 2023 with actor Austin Butler as the face of the original Myslf, the line was created to challenge traditional definitions of masculinity and fragrance — merging floral and woody elements into something uniquely modern.

Why This Matters

Feid’s appointment signals more than just another celebrity fragrance deal. It highlights the way Latino artists are shaping global luxury and culture, bringing authenticity and edge to industries beyond music. For Toronto’s Latino community, where Feid already has a massive fan base, this move represents yet another milestone of visibility and representation on the world stage.

YSL is no stranger to working with music stars (Dua Lipa fronts its Libre line), but Feid’s inclusion underscores the brand’s commitment to diversity and connecting with a new generation of tastemakers.

With Feid at the helm, Myslf L’Absolu isn’t just a fragrance — it’s a statement of identity, artistry, and cultural pride.