YSL Beauty challenges toxic romance in bold anti-abuse campaign

YSL Beauty has unveiled a gripping new PSA, Don’t Call It Love, as part of its global ‘Abuse Is Not Love’ initiative, spotlighting the hidden signs of intimate partner violence.

At first glance, the short film plays like a classic luxury ad elegant couple, dreamy Paris, glamorous parties.

But as the story rewinds, the truth unfolds: subtle yet disturbing warning signs of abuse were there all along.

From jealousy to blackmail, the campaign highlights nine key behaviors often mistaken for love. “When we romanticise toxic behavior, we normalise abuse,” the film warns.

Launched in 2020, the Abuse Is Not Love program has already trained over 1.3 million people worldwide.

“Empowering women has always been core to Saint Laurent’s legacy,” says Manon Ergin, VP of global comms. “This campaign urges us to look closer—because love should never hurt.”

A stunning twist, with a vital message: awareness is the first step to action.

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