French Algerian model Loli Bahia has been featured as the face of YSL Beauty’s newest skincare campaign, promoting the brand’s latest product, the YSL Care Crush Hand & Body Serum-In-Cream. The campaign was launched recently on the luxury beauty brand’s Instagram account with the tagline, “Ready for your next crush?”

Joining Bahia in the campaign is New Zealand-South Korean singer-songwriter Rose, who previously collaborated with the brand alongside Bahia in a Valentine’s Day advertisement earlier this year.

Bahia’s association with YSL Beauty dates back to January 2023, when she was appointed as a brand ambassador. Since then, she has appeared in several of the company’s promotional campaigns. In 2024, she starred in a video promoting two shades of the Rouge Pur Couture The Slim lipsticks, titled “Fiery Vermillion” and “Scorching Brown.” She also led the launch campaign for the Inks Vinyl Cream lipstick later that year.

Beyond her beauty endorsements, Bahia has sustained a strong presence in the fashion world, signed with Women Management Paris. She made her runway debut in 2020 during Louis Vuitton’s Fall/Winter 2021 show and appeared in the corresponding advertising campaign. Her profile significantly increased during the Spring/Summer 2022 fashion season, when she participated in 65 runway shows.

Since then, Bahia has walked for several prominent fashion houses, including Chanel, Givenchy, Lanvin, and Valentino. She has been a frequent figure for Saint Laurent in both runway and campaign roles. Her most recent runway appearance for the brand took place at the Womenswear Spring/Summer 2026 show in September, where she wore a glossy black leather jacket featuring pronounced shoulders, a wide lapel, and double-belted waist, paired with a high-waisted leather skirt, sheer black tights, and pointed white heels.

Another significant appearance occurred during Paris Fashion Week in 2023, also for Saint Laurent. Bahia walked the runway in a grey pencil skirt with a central slit and an oversized leather jacket. She completed the look with a grey scarf wrapped across her chest, aviator sunglasses, and a slicked-back bun.

Bahia’s continued collaboration with YSL Beauty and her steady rise in high fashion indicate her growing influence across both beauty and runway industries.