Lisa makes her debut as Shiseido’s global ambassador and unveils her first Ultimune campaign image

The international star becomes the new global face of Shiseido, leading the worldwide campaign for the brand’s iconic Ultimune serum.

The relationship between K-pop and the global beauty industry continues to strengthen, and this latest move confirms that momentum. Lisa has been officially named global ambassador for Shiseido, fronting the worldwide campaign for Ultimune, the Japanese house’s flagship skincare product.

In her new role, Lisa stars in the global visual narrative for the serum, renowned for its intensive skincare benefits, skin-strengthening properties and luminous finish. The appointment reinforces Shiseido’s international strategy, which increasingly focuses on cultural figures capable of resonating with younger audiences while preserving a premium beauty positioning.

“I’ve always been a huge fan of Shiseido. It’s an honour to be a global ambassador for the brand,” Lisa said in an official statement. “For me, beauty is about growth, confidence and evolving into the best version of yourself.” She also highlighted the philosophy behind Ultimune, adding that she appreciates its focus on supporting the skin over time rather than fighting ageing. “Beauty is about feeling authentic and confident, inside and out.”

From Shiseido’s perspective, the choice reflects Lisa’s global reach, cultural relevance and her ability to connect authentically with a digitally driven generation. Her image — associated with discipline, self-care and contemporary aesthetics — aligns seamlessly with the brand’s message of performance, balance and long-term wellbeing.

Ultimune remains Shiseido’s most emblematic serum. Formulated with fermented camellia extract, it is designed to strengthen the skin barrier and improve overall appearance progressively, embracing a preventive skincare approach rather than a corrective one.

The partnership also signals a broader shift within luxury beauty. Brands are no longer seeking visibility alone, but meaningful cultural impact. In today’s beauty landscape, influence is narrative — and Lisa embodies that power.