SK-II Taps Athlete Eileen Gu as Brand Ambassador

Prestige skincare brand SK-II has bestowed Eileen Gu, world champion freeskier, the reins as its new global brand ambassador.

The partnership marks her first in skincare. SK-II’s campaign, “Free to Bare” carries the belief that every woman should be free to bare her true self – in skin and life – and live on her own terms.

“It’s about how you want to show up on any given day,” said Gu. “We’re all multifaceted, and different versions of ourselves can all be equally authentic.”

From elite athlete to a global cultural icon, Eileen Gu has built her own path by embracing every facet of who she is, per officials. Whether competing on the slopes, walking fashion runways, pursuing academic ambitions or inspiring a new generation, she has stayed unapologetically herself. At the heart of this partnership is a simple belief: The Foundation of Bare Skin Starts with SK-II. Bare skin is not about perfection; it is bare skin so good it becomes her best foundation — the foundation that lets her show up as herself, with makeup, or without.

“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,” said Gu. “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.”

Facial Treatment Essence

Transformation to youthful-looking bare skin is what SK-II says its Facial Treatment Essence is built to deliver. Known to millions of women across Asia as “Miracle Water,” the brand’s signature essence is formulated with over 90% Pitera — SK-II’s exclusive, naturally derived ingredient, crafted from a proprietary yeast fermentation process that only SK-II owns. In a consumer assessment, women using SK-II Facial Treatment Essence reported a visibly transformed skin to softer, smoother, and firmer in two weeks, according to the brand.

Packed with over 50 micro-nutrients — vitamins, amino acids, minerals and organic acids — Pitera harnesses the vital force of nature and cannot be achieved artificially or synthetically. Because Pitera resembles skin’s Natural Moisturizing Factors, skin recognizes and welcomes Facial Treatment Essence, absorbing it quickly within skin surface. Applied with SK-II’s signature “pat pat” ritual, it transforms skin towards youthful-looking bare skin.