Eileen Gu Joins SK-II as Global Brand Ambassador, Promoting the Free to Bare Initiative

Global prestige skincare brand SK-II has announced Eileen Gu, the world champion freeskier, as its new Global Brand Ambassador. This partnership marks Gu's first global skincare collaboration and aligns with SK-II’s mission of promoting the idea that every woman should feel free to express her true self, both in appearance and in life.

Eileen Gu emphasizes that being 'Free to Bare' is not about adhering to a single standard of beauty but about embracing personal choices. "It's about how you want to show up on any given day. We're all multifaceted, and different versions of ourselves can all be equally authentic," Gu stated.

With her multifaceted career as an elite athlete, fashion model, and academic, Gu exemplifies the values that SK-II seeks to communicate. She remains true to herself while seeking excellence in various aspects of her life.

The collaboration centers on the belief that bare skin can serve as a foundation for confidence. Gu noted, "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." She expressed that healthy skin is essential for feeling strong, regardless of makeup use.

Helene Bellamy, SK-II's Senior Vice President and Global Brand Leader, remarked that Gu embodies the brand’s philosophy. She stated, "Free to Bare is our purpose: we want every woman to feel free to live life on her own terms, with youthful looking bare skin. Eileen brings that belief to life with unapologetic authenticity."

At the forefront of this initiative is SK-II's Facial Treatment Essence, often referred to as 'Miracle Water.' The essence comprises over 90% PITERA™, a unique ingredient derived from a proprietary yeast fermentation process. Studies have shown that women using SK-II's Facial Treatment Essence noticed improvements in skin texture within two weeks, reporting visibly softer, smoother, and firmer skin.

Gu shared her daily skincare ritual which includes SK-II Facial Treatment Essence, serum, and moisturizer, stating, "It's just those three steps. That's it. And I feel like me." Her approach underscores the importance of intentionality in both skincare and life, embracing daily practices that ground her amid a busy schedule.

Through this partnership, SK-II and Eileen Gu aim to inspire others to prioritize their bare skin, promoting the notion that when individuals nurture their skin, they can present the best versions of themselves. The Free to Bare campaign launches globally across digital and social platforms today. For more insights, visit SK-II's website or follow them on social media using the hashtag #FreeToBare.

SK-II, which has been transforming skin for over 45 years, is renowned for its exclusive ingredient, PITERA™, which has become a well-kept secret among celebrities and is integral to SK-II products. The brand continues its commitment to enhancing women's skincare experiences worldwide.