Beauty has long been a form of self-expression—but today, it’s also becoming a powerful vehicle for social change.
YSL Beauty has officially launched its global ‘Abuse Is Not Love’ initiative in Malaysia, bringing its worldwide campaign against intimate partner violence (IPV) to local communities. In partnership with the All Women’s Action Society (AWAM), the programme aims to raise awareness, educate young people on the early warning signs of abuse, and support survivors through meaningful advocacy and resources. The initiative is part of YSL Beauty’s global commitment to educate two million people about IPV by 2030.
To connect with younger Malaysians, the campaign will debut on 9 July through a special series on Maggy Wang’s Head Over Heels podcast, featuring actress Nia Atasha, creator Saffron Sharpe and AWAM Services Officer Zaireen Nasir Khan. Together, they’ll explore healthy relationships, emotional well-being and how to recognise the nine warning signs of abuse through honest, relatable conversations.
Beyond products and campaigns, this initiative reflects a growing movement where beauty brands are stepping beyond the counter to champion issues that genuinely matter. It’s a timely reminder that empowerment isn’t just about looking confident—it’s about helping people feel safe, informed and supported.
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