YSL Beauty held its first Block Party in Puerto Rico on Saturday, October 17, starting at 4:00 PM, choosing La Factoría, one of the most iconic bars in Old San Juan, as the venue for an international event series previously staged in Madrid, New York and London. The celebration blended Puerto Rican street food with beauty and fashion: piragua carts, alcapurrias, fritters and tripletas brought a street atmosphere to the party, deliberately departing from conventional luxury-brand celebrations to connect with local customs and cultural expressions.
La Factoría kept its original architecture and personality while incorporating YSL Beauty visuals such as posters, industrial elements and pink-and-black accents. Music came from Raquel Berríos of Buscabulla, along with DJs Saki Sakarello and Calleb Calloway. Attendees included the brand’s local makeup ambassadors Dani Vasallo, Katiana Giselle Martínez, Valeria Herrero and Camelia García, plus figures from Puerto Rico’s creative scene.
The event also served to launch Libre Berry Crush, a YSL Beauty fragrance featured in activations with photo stations and music. According to YSL Beauty, the Block Party format seeks to connect with new generations through experiences reflecting each city’s cultural identity, and San Juan now joins the brand’s international route.