French-Algerian model Loli Bahia is the face of a new campaign for YSL Beauty's latest skincare product. The luxury brand unveiled the YSL Care Crush Hand & Body Serum-In-Cream on Instagram with the caption: “Ready for your next crush?”
The campaign also features New Zealand–South Korean singer-songwriter Rose. Earlier this year, the duo appeared together in a Valentine's Day advertisement for the brand.
Bahia has a longstanding relationship with YSL Beauty. She was appointed a brand ambassador in January 2023 and has since starred in multiple campaigns. In 2024, she featured in a video campaign applying two shades of Rouge Pur Couture The Slim lipsticks, dubbed “Fiery Vermillion” and “Scorching Brown.” Later that year, she led the launch campaign for the Inks Vinyl Cream lipstick.
Beyond beauty, Bahia has a strong runway presence. Signed to Women Management Paris, she made her runway debut in 2020 at Louis Vuitton's Fall/Winter 2021 show and later appeared in the house's advertising campaign for that season. Her profile rose during the spring/summer 2022 fashion season, where she walked in 65 shows. Since then, she has walked for major fashion houses including Chanel, Givenchy, Lanvin, and Valentino.
Bahia has also regularly appeared for Saint Laurent. Her most recent appearance for the label was during the womenswear spring/summer 2026 show in September. She wore a glossy black leather jacket with pronounced shoulders, a wide lapel, and a double-belted waist, with white shirt cuffs and collar visible underneath. A matching high-waisted leather skirt falling below the knee, sheer black tights, and pointed white heels completed the look.
Another notable runway appearance came in 2023 during Paris Fashion Week, when Bahia walked for Saint Laurent. She wore a grey pencil skirt with a central slit, paired with an oversized leather jacket. A grey scarf was wrapped across her chest, while aviator sunglasses and a slicked-back bun finished the ensemble.
