Eileen Gu and SK-II Want You to Go Bare-Faced
The Olympian has been announced as the skincare brand’s newest global ambassador.
Japanese skincare brand SK-II has just announced Olympic gold medalist and freeskiing world champion Eileen Gu as its newest global brand ambassador, marking her first global skincare partnership. In the newly-appointed role, Gu becomes the face of the brand’s “Free to Bare” campaign, built around the idea that healthy, bare skin can be its own foundation, with or without makeup.
“Partnering with SK-II is a fantastic fit for me because it’s all about the base, and the base is showing up exactly how you are, as who you are. Healthy bare skin is the foundation upon which you can build. It doesn’t mean no makeup — having skin that makes you feel strong is the foundation for that too,” Gu says in a press release.
The brand says Gu’s refusal to be defined by any single version of herself, on the slopes and in all aspects of her life, is exactly why she’s the ideal fit for the brand’s ethos of authenticity. At the center of the partnership is SK-II’s Facial Treatment Essence, the brand’s cult-favorite “miracle water,” which is formulated with over 90% pitera, a proprietary fermented ingredient said to visibly soften, smooth and firm skin in as little as two weeks.
In other news, Simone Rocha sent beaded eyebrows down the SS27 runway.
