It’s Lisa’s world and we’re just living in it.
The power of Lisa Manobal, Thai singer, actress and member of the K-pop trailblazer girl group Blackpink, knows no bounds. From the stage and the silver screen to Fashion Week front rows and billboards, the multifaceted star continues to prove her immense commercial power and market influence with every career move. Her most recent feat? A newly minted association with the Japanese beauty giant Shiseido.
On February 9, Lisa and Shiseido announced the partnership, celebrating her appointment as global ambassador. The brand, which announced organizational restructuring effective January 1, 2026, teased a campaign featuring Lisa and the award-winning Ultimune series, one of Shiseido’s core product lines.
The announcement came just ahead of the release of Shiseido’s FY2025 financial report. While the company experienced its first operating profit loss in 2025, the 2026 outlook anticipates a rebound. For one thing, Shiseido’s Chief Executive Officer, Kentaro Fujiwara, unveiled a plan targeting annual sales growth of 2-5%. For another, the company has announced core brand prioritization and expansion of its fragrance offerings. Shiseido is also strengthening its international presence in places like Thailand, Singapore and Vietnam, with other markets on the horizon.
Lisa is, of course, a key piece of Shiseido’s expansion
“LISA’s beautiful, radiant skin is the ultimate beauty. It is a radiance that comes from within. She is constantly redefining herself and expressing unique and unparalleled beauty as Asia’s leading global artist,” said Echo Lo, newly appointed Division Officer and Global Brand President. “She is the ideal ambassador to convey the innovative image of Ultimune to consumers around the world. We are delighted to embark on the exciting Ultimune story with Lisa.”
The artist echoed the sentiment. “I’ve been a big fan of SHISEIDO for a long time and am honored to be their global ambassador. To me, beauty is about growing, gaining confidence, and evolving into the best version of myself,” she said.
According to Launchmetrics, Lisa’s brand ambassador appointment generated $2.7 million in Media Impact Value (MIV) within the first 24 hours. “Her announcement post single-handedly drove $734K in MIV for the brand,” shared the data company with the press, underscoring Lisa’s visibility and influence across social media.
“FAST. SLOW. FREE.”
Titled, “Fast.Slow.Free,” Lisa’s campaign debut with Shiseido focuses on the Ultimune series. In the three-part film, Lisa will share her skincare journey with exclusive content, including her personal beauty routine. Additionally, Shiseido will launch limited-time pop-up shops in department stores and retailers, offering a special kit to commemorate Lisa’s new role. The kit will feature products from the Ultimune line, as well as a mirror and pouch with Lisa’s signature.
