Eileen Gu is taking her first major step into skincare.

The world champion freeskier has been named SK-II’s newest global brand ambassador, joining the prestige beauty label for its “Free to Bare” campaign.

The partnership centres on a simple idea, showing up as yourself without feeling pressured to fit into one version of who you are. For Gu, that means embracing the different sides of her identity, both on and off the slopes.

At the heart of the campaign is SK-II’s Facial Treatment Essence, better known as “Miracle Water.” The cult favourite contains more than 90 per cent Pitera, the brand’s proprietary fermented ingredient, and is designed to leave skin looking softer, smoother and firmer.

Gu’s approach to beauty also fits the campaign’s message. She sees healthy-looking skin as a foundation rather than a rejection of makeup, leaving room to build whatever look feels right that day.

For SK-II, Gu brings a fresh face to a beauty philosophy that has always centred on confidence in your own skin.