A TIMELESS ACT OF EMPOWERMENT Lipstick is the ultimate gesture of beauty. For YSL Beauty, this gesture began in 1978, with the birth of a defining era in lip color, championed by Yves Saint Laurent who wanted to dress women’s lips in couture colors. It was then that the ROUGE PUR COUTURE legacy began; a wardrobe of iconic lipsticks able to deliver the promise of pure color, draped elegantly onto the lips. The lipstick of heroines. A product so luxurious, so subversive, that it became the ultimate weapon for uncompromising seduction. Almost 40 years later, ROUGE PUR COUTURE remains the manifesto of an audacious, free-spirited femininity that breaks the rules to reinvent them. In just one stroke, luxurious, rich color dresses the lips with intense hydration and antioxidant care. In a signature couture jewel-like packaging, Rouge Pur Couture delivers the promise of edgy style and ultimate feminine strength.