There’s a version of a beauty campaign that’s all product, no person. This isn’t that. In ELLE’s September special edition, Saint Laurent Beauté’s global ambassador Rosé talks about giving herself permission to actually enjoy the life she has right now — mid-preparation for a new album, sounding more at ease than usual, and somehow more grounded for it.
The product doing the introducing is genuinely new: Saint Laurent Beauté’s “Care Crush Hand & Body Serum in Cream,” described as staying with her “like a totem” through what the brand is calling her 24/7 Crush moments. It’s a small, unglamorous category , hand cream , dressed in exactly the kind of intimate, always-there language beauty campaigns usually reserve for perfume.
What’s interesting is the sequencing. This lands just weeks after Rosé closed out Saint Laurent’s Fall 2026 ready-to-wear campaign alongside Liu Wen and Connor Storrie. Same house, same month, two completely different divisions — fashion and beauty — both choosing her to carry the story. That’s not a coincidence a brand lets happen by accident.
ELLE’s September special edition is out now, in print and online, both domestically and internationally.
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