Discover the new Rouge Pur Couture The Bold lipstick, YSL Beauty's signature, that delivers intense color and shine in one application. This lipstick is a true haute couture piece with its black and gold case, emblazoned with the iconic YSL Cassandre. Thanks to its intense pigmentation and creamy texture, lips are permanently indulgent. With 40% caring ingredients, such as red floral and grapeseed oils, Rouge Pur Couture The Bold plumps lips with hydration, protecting them from dryness and smoothing them for 10 hours* of absolute comfort, like a second skin. Long-wearing glossy finish that won't smudge.