Laura Harrier Shines at YSL Beauty’s Star-Studded New York Block Party

Avatar photoHrvoje Milakovic
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YSL Beauty has been making waves with its Block Party series, transforming city blocks into vibrant pop-up events centered around new product launches. After kicking off this latest run in London at Rough Trade East in early September, the brand brought the excitement to New York for a special edition of the event.

The New York Block Party took place on Saturday, September 19, at La Esquina, a SoHo taqueria located at the corner of Kenmare and Lafayette. The venue was transformed into what YSL Beauty described as a living communications campaign, deeply embedded in local culture. The event highlighted two new product launches: the Black Opium Pink Glaze fragrance and the Make Me Blush Cream Lifted Glow cream blush, both designed to refresh the beloved Black Opium franchise.

Among the notable attendees was actress Laura Harrier, who serves as one of YSL Beauty’s U.S. makeup ambassadors alongside model Amelia Gray. New images of Harrier from the event have been circulating on social media, with the account Cinethology sharing stunning photos of her look.

The guest list was a diverse mix of cultural icons from music, sports, and entertainment. Notable appearances included Teyana Taylor, Lauryn Hill, Emmy Rossum, Mark Ronson, and NBA star Karl-Anthony Towns with his wife Jordyn Woods, showcasing the brand’s aim to unite influential figures from New York’s cultural landscape rather than just the traditional red carpet crowd.

Harrier’s role with YSL Beauty aligns perfectly with her profile as an actress, best known for her portrayal of Liz Allan opposite Tom Holland in ‘Spider-Man: Homecoming.’ This role introduced her to a broad audience nearly a decade ago, and since then, she has cultivated a successful career in film and television while also becoming a prominent figure in the fashion and beauty industry, making her an ideal ambassador for such a high-profile campaign.

The Block Party format has become a signature strategy for YSL Beauty, focusing on hyper-local activations instead of conventional launch events. This approach has proven effective in attracting star power and generating social media buzz. By pairing a downtown New York taqueria with a guest list that includes music legends and current NBA stars, the event achieved a unique cross-generational and cross-industry appeal that typical product launches rarely accomplish.

With both the London and New York events successfully completed, it remains to be seen if YSL Beauty will expand the Block Party series to other cities as they continue to promote the Black Opium Pink Glaze fragrance. For now, the New York edition has already created significant excitement, with Harrier’s appearance being just one highlight of a larger celebrity-filled rollout for the brand’s latest fragrance.

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