Bold color in one swipe. Ultra-pigmented satin lipstick with buildable shine finish. YSL's most innovative formula with Red Floral and Grape Oils helps lips feel comfortable and moisturized for up to 10 hours. The signature finish is more reflective than a classic satin but more subtle than a high shine lip gloss. Choose the Bold for a provocative pop of color, daring daytime nude, or striking red lip. In a consumer test: 92% agree the Bold feels soft and silky on lips, 98% agree the Bold glides effortlessly onto lips. Up to 10 hour moisturized feel on lips. Brilliant, dense color and luster make your lips stand out without blurring, and it blends into your skin. The dense texture that adheres tightly and spreads becomes an ultra thin film that fits perfectly on the lips and keeps the lip line. It's like a lipstick that becomes your lips. The overwhelming technology equipped with new patented technology for Rouge Pur Couture The Bold made it possible. Formulated with 40% care ingredients, it gently and smoothly envelops the lips, providing a comfortable fit that lasts for 10 hours. An iconic square package that synchronizes luxury and edginess. This is the birth of “THE YSL” signature lipstick with a bold YSL logo. Reignite life. Celebrate colour. Enter the bold. Rouge Pur Couture The Bold Lipstick is a couture shine lipstick for the unshy. It provides bold colour in one stroke and gives a couture shine so intense yet so thin in a buildable texture. It offers ultimate lasting comfort with 40% caring ingredients. Infused with red floral oil from YSL Beauty Ourika Gardens and grape oil this lipstick will leave your lips feeling smooth and comfortable. Continuing the innovative tradition set by Rouge Pur Couture with its pure colour long lasting finish and creamy comfort the new addition to the family pushes colour shine and comfort to the max. Bolder intense colour that lasts up to 5-6 hours yet with a skin-like thin film that sits comfortably on the lips. Shinier. Delivering a finish that’s in a league of its own – not gloss not satin not matte - but pure uninhibited three-dimensional shine. Adorned by a unique Cassandre engraved in the mould with a hot stamping technique. Wrapped round its middle cinched at the waist the iconic YSL Cassandre moves horizontally into a belt around the lipstick and takes on a golden hue in contrast to the new look black of the cap. Lift off the lid and Enter the Bold. YSL Rouge Pur Couture The Bold owes its smooth texture and moisturising feel in no small part to the red floral oil which come from the Ourika Community Gardens. In the untouched landscape of the Moroccan Atlas Mountains known for its extreme conditions YSL Beauté created exceptional gardens where botanicals are harvested by a cooperative of 33 women.