Hailey Bieber believes that fragrance can transport you. “A scent can take you right back to a certain time in your life, or a certain person in your life,” she says. “I’ve gone back to scents that I wore 10 years ago just for the pure nostalgia of it. I have a few scents that I’ve brought back years later after not wearing it and it triggers so many memories for me.”
So for this “new phase of life” as she calls it—which includes a vow renewal and a baby coming soon—Bieber is turning a new scent, YSL Beauty’s Libre Flowers & Flames. “There is a sexiness to the fragrance, while still feeling very elegant and chic,” she tells Vogue exclusively, fresh off the digital series’ shoot with Tyler Mitchell. “That is exactly how I feel when I wear it.”
This interpretation of the Libre fragrance (there are now six in total) spins the original juice into something more gourmand with notes of coco-palm tree, lily, orange blossom, and vanilla. Bieber is the opening chapter of YSL Beauty and Mitchell’s Flowers & Flames series, which will feature three other trailblazing women in the weeks to come.
The model and brand founder shares that the series’ tagline, “Burn to Bloom,” really spoke to her. “I think a lot of times in life, we have to go through these deep challenges or ‘burns,’ if you will, in order to come out on the other side and bloom into the person you were always meant to be.”
Tyler Mitchell/YSL Beauty
Through these challenges, here is who Bieber is “meant to be”: brand founder, model, wife, mother, friend. And now, when she’s ready to transport herself back to this time—a moment of freedom on set in Los Angeles with Mitchell while he DJ-ed Sexyy Red—she already has the scent ready. All she has to do is reach for the gold-accented Flowers & Flames bottle. “To me feeling free is feeling completely and authentically yourself with no apologies.”