DUBAI: Iraqi-Finnish digital content creator Yusur Al-Khalidi, also known as Asoo, is the face of the Middle East in Charlotte Tilbury’s latest campaign.
The luxury British beauty brand chose the star for its Pillow Talk in Bloom campaign, which marks the launch of various products in the popular Pillow Talk range.
Al-Khalidi appears alongside British actor and style icon Sienna Miller, Charlotte’s niece and beauty muse Bella Tilbury, and model and content creator Calum Harper.
The new campaign shows her posing with Charlotte Tilbury’s Pillow Talk Blush Balm Lip Tint and limited-edition Pillow Talk Beauty Soulmates Palette against a backdrop of wildflowers. (Supplied)
Al-Khalidi is known to focus largely on brand campaigns and has worked with Rimmel London and L’Oreal Paris in the past. Her content includes makeup tutorials, character cosplays from manga and anime, and behind-the-scenes snapshots of her trips abroad.
The social media star has 5 million followers on Instagram. The new campaign shows her posing with Charlotte Tilbury’s Pillow Talk Blush Balm Lip Tint and limited-edition Pillow Talk Beauty Soulmates Palette against a backdrop of wildflowers.
The lip tint features the brand’s pH Custom Colour Chemistry technology, creating a stain effect unique to every wearer.
“Shooting this campaign felt like stepping into a dream — surrounded by nature, creativity, and a team that feels more like family. There’s something beautiful about celebrating femininity in such an authentic way,” said Al-Khalidi.
It is not the first time the British brand has worked with Arab models and creative talents.
In 2024, the label responded to claims surrounding the termination of its contract with US Dutch Palestinian supermodel Bella Hadid, saying that the decision was not based on her “personal views” but because she was launching her own beauty brand, Orebella.
The same year, Lebanese Australian model Jessica Kahawaty posed for the label in a digital campaign. The model and entrepreneur stars in a video campaign advertising the brand’s Love Frequency perfume, described as a floral woody musk fragrance for women and men.
Love Frequency was designed by French master perfumer Anne Flipo. The top note is pink pepper, the middle notes are rose and saffron, and the base notes are musk, amberwood, patchouli and cashmere wood.
