TOKYO—Japanese beauty giant Shiseido on Tuesday tapped tennis champion Naomi Osaka as brand ambassador. The U.S. Open winner, who was the first Japanese player ever to win a Grand Slam, will initially represent BareMinerals, as well as the sunscreen brand Anessa, for an undisclosed amount.
Other companies have courted the 21-year-old tennis star, including Adidas, who in September gave a contract to Osaka for a reported record-breaking $8.5 million per year. Osaka is also partnered with Japanese firms Nissan Motor, broadcaster Wowow Inc., and Citizen Watch. In partnering with Shiseido, Japan’s largest cosmetics company and the fifth largest beauty company globally, the bi-racial Osaka adds inclusivity into the beauty landscape in a nation that prizes fair skin.
At a press briefing in the Japanese capital, Shiseido’s representative director, president and chief executive officer Masahiko Uotani referred to the announcement as “very exciting, happy news.” The executive equated Shiseido’s aim to bring its Japanese heritage and quality to customers around the world with Osaka’s Japanese roots and global stardom.
Osaka, dressed in black heeled sandals and a flowing gold satin dress designed by Shiseido to complement the packaging of Anessa products, said her goal for the coming year is to play well and have