SK-II Releases New “Pitera™ & Me” Campaign: Made By Gen-Z, For The Gen-Z


Real. Unscripted. Raw. Just PITERA™ and Me. Get to know global prestige skincare brand SK-II and its cult-favorite skincare product PITERA™ Essence all over again, through the eyes of its newest Gen-Z celebrity brand ambassador.

“PITERA™ & Me” is SK-II’s first-ever self-directed film series by its newest brand ambassador—MINA (TWICE) as she goes on a self-care break with PITERA™ Essence. Filmed 24/7 in a vacation house, MINA goes completely bare skinned and gets up close and

Discover a side of her you never knew as she opens up about her life, reconnects with her hobbies and films her first experience with SK-II PITERA™ Essence while answering fans’ most-asked skincare questions.

“My goal this year is to spend more meaningful time, take care of myself and do something
fun everyday. I’ve been very busy since I debuted and I think it’s time to rediscover myself,
skincare included. With PITERA™ Essence, I want to start a new skincare routine,” said MINA.

“PITERA™ and Me” is SK-II’s latest collection of stories about its iconic PITERA™ Essence. Through the years, SK-II has been on a journey to decode pop culture—entertainment, music and art—to bring to life its stories of PITERA™ and transformation to Crystal Clear Skin in new and meaningful ways for its consumers over generations. This started from authentic celebrity testimonials in its early days to bold challenges with 2017’s “Face the Wild Face the Camera” with National Geographic and 2018’s “Bare Skin Project” with Magnum Photos, an industry-first beauty entertainment web-series with 2019’s “Bare Skin Chat” and “PITERA™ Masterclass” as well as 2021’s “My PITERA™ Story” featuring an iconic skincare campaign remake by its longest standing brand ambassadors.

PITERA™ Essence is SK-II’s signature and most awarded bestseller. With its unchanged formula, PITERA™ Essence contains over 90% PITERA™—SK-II’s exclusive and naturally derived ingredient crafted from a proprietary fermentation process of a unique yeast strain.
Dubbed as “Miracle Water” in Asia, Facial Treatment Essence is loved by millions of women around the world for its transformative power to Crystal Clear Skin.