YSL Beauty brought its global Block Party series to New York City on Saturday, September 19th, taking over downtown hotspot La Esquina for an evening where beauty, fashion, music and NYC culture collided.
For the highly-anticipated New York edition, the brand tapped into the energy of downtown, transforming the iconic SoHo taqueria into a distinctly YSL Beauty experience while keeping the character of the beloved local institution intact. Concrete, metal, graphic posters and flashes of signature pink and black layered seamlessly into the space, creating a backdrop that felt both unmistakably New York and unmistakably YSL.
The guest list brought together some of the biggest names across fashion, music, entertainment and sports, including Teyana Taylor, Lauryn Hill, Emmy Rossum, Karl-Anthony Towns and Jordyn Woods, alongside YSL Beauty U.S. Makeup Ambassadors Amelia Gray and Laura Harrier. Mark Ronson kept the party going with a DJ performance.
At the center of the evening were two of YSL Beauty’s newest launches: the Black Opium Pink Glaze Eau de Parfum and Make Me Blush Creamy Blush. Rather than a traditional beauty activation, both products were woven into the party through playful nods to New York’s downtown culture. Guests encountered product displays styled like deli windows and vending machines, a custom pink-and-black pool table and an onsite BANG BANG tattoo station, where artists were on hand for custom ink.
Even La Esquina’s iconic food and drinks became part of the experience, with tacos and cocktails drawing inspiration from the worlds of Black Opium Pink Glaze and Make Me Blush.
The New York stop is the latest chapter in YSL Beauty’s global Block Party series, which takes over culturally significant local spaces in cities around the world. For its NYC debut, the brand traded the traditional beauty counter for one of downtown’s most recognizable destinations, proving that sometimes the best way to make an entrance in New York is to simply join the party already happening.
