Madison Beer’s rise to fame is one of fairytales, albeit a distinctly modern one. She was 12 years old when she uploaded a video of herself covering Etta James’s At Last on to YouTube. After going viral and catching the attention of Justin Bieber, she was promptly signed to a major label.

Fast forward to today and, having recently released her debut album Life Support as an independent artist, Beer, now 22, is one of the most successful pop stars of her generation, writing about everything from prescription medication to heartbreak.

She is also a beauty icon, with her recent Vogue guide to her trademark “soap brows” and easy blush sparking a viral movement on TikTok, as fans sought to test out the effectiveness of Beer’s simple beauty routine for themselves. It comes as no surprise, then, that she has been tapped to front a new beauty campaign as the face of Victoria’s Secret’s Tease Crème Cloud fragrance.

“Working with Victoria’s Secret on a project such as this is something young Madison would literally die over,” says Beer. “I’ve been a fan for years—it’s an iconic brand and I was really inspired by its recommitment to championing women from all walks of life and all body types.”

PH๏τographed by Mario Sorrenti, the campaign puts Beer at the centre of a dreamy, cloud-strewn landscape, conjuring up the notion of daydreaming, which the fragrance is said to mimic. Fresh from the launch, Vogue speaks to Beer about some of her earliest beauty memories and her ever-evolving relationship with herself.

Can you tell us a little about your experience of beauty growing up?
“I grew up around strong women, including my mother and grandmother, so ‘beauty’ was always something I was aware of. My grandmother had beauty rules she would swear by, such as always carrying hair spray, which I never do. My mother was one of the people who always taught me that beauty was more than how you looked, it was how you carried yourself and how you treated people.”

Who were your beauty icons when you were younger?
“My mother was my beauty icon, and she still is. She’s always been my biggest supporter.”

When did you first start experimenting with makeup? How did it make you feel?
“When I was in middle school—I would watch a lot of YouTube tutorials and figure out what worked for me. At the time, I didn’t see makeup as a form of self-expression, I just viewed it as something people wore to feel confident. Now I have a whole new level of appreciation for it and I truly see it as art.”

If you could sum up your childhood as a series of smells, what would they be and why?
“A few smells that always remind me of my childhood are my mother’s coffee, freshly cut grᴀss, and the smell of flowers. They take me back to a simple time and they create a sense of calmness. Whenever I smell those scents, it feels like I’m back at my mother’s house.”

What are some of your favourite fragrances?
“I really love the smell of nature, being by a lake or in the woods. The air feels so fresh and it rejuvenates you. S’mores by the campfire is also a favourite.”

How did it feel to be asked to front the campaign for Tease Crème Cloud?
“I couldn’t say yes fast enough—and hearing that Mario [Sorrenti] was shooting the campaign was a real pinch-me moment.”

How would you describe the smell of Tease Crème Cloud?
“It’s the perfect balance of Sєxy, soft and sweet.”

What kind of emotions or memories does the fragrance conjure up? How does wearing it make you feel?
“We drew so much inspiration from the fragrance itself for the dreamy imagery we created for the campaign. The notes in Crème Cloud are a bit lighter than the original Tease fragrance, so it adds a kind of whimsical, lighter vibe to your day when you wear it. It doesn’t come on too strong, it has a youthfulness to it.”

The fragrance is said to mimic daydreaming. What do you daydream about?
“Daydreaming is a huge part of my songwriting process. I’m a visual person, so whenever I’m working on a new song I like to envision what the visuals are going to look like and create a story— daydreaming lets me do that. It’s an underrated tool. Daydreaming can be so helpful when you’re trying to distance yourself from a stressful situation, or it can help you focus on the things you want to manifest more of in life. In that way, it’s essentially a form of meditation.”

You curated a playlist to coincide with the launch. What can you tell us about it?
“It’s a collection of tracks that I feel replicate the idea of daydreaming in the clouds and feeling weightless. I’m always creating playlists for myself and for friends, so I was into the idea of creating one for this fragrance.”

When do you feel most beautiful?
“Don’t get me wrong, I love to go full glam—but I feel most like myself and therefore my most beautiful when I’m at home in a cute but comfy sweat set, just hanging out with friends or family.”

What does beauty mean to you?
“Beauty has evolved so much both in my personal experience with it and how society perceives it. To me, it means being authentic and expressing yourself in a way only you know. It’s so inspiring to see people fully embracing themselves, their bodies, and their own individual styles. That, to me, is beauty.”