shu uemura.
A limited edition cosmetics collection built around a wave of optimism.
shu uemura x Shavonne Wong, the brand's Spring/Summer 2025 artist collaboration. A beauty campaign mixing digital art with a bold, futuristic look, virtual models and vibrant textures imagining what beauty could feel like in the future, playful, experimental, optimistic.
Overview
shu uemura invited me to be the artist behind its Spring/Summer 2025 collection, part of the brand's artist collaboration series in the lineage of its founder, makeup artist Shu Uemura. The collection was designed with my interpretation of optimism, waves of color that express a positivity that moves outward to others.
My contribution began with a flowing neon wave motif that became the anchor of the packaging and the campaign key visual. From there the collaboration extended into early packaging concepts, color palettes, and the gradient artwork refined together with the brand's design team over a development process that ran about a year and a half from first conversation to launch.
The collection launched in April 2025 and rolled out across markets through the summer, carried in shu uemura stores and at Sephora, with my name on the products and in stores.
The collection
The line carried the season's trend shades, bio-mint and meta mauve, across two eye palettes, with a dream mint loose powder, kinu care lip products in shades including cyber lilac and pink filter, and a limited edition of the ultime8 sublime beauty cleansing oil in collaboration packaging. Line-ups and product names varied by market, with the Japan release carrying aurora series naming.
Process
Beauty and aesthetics have guided my work since my years in fashion and advertising photography, and this project brought that history together with my 3D practice. The campaign used virtual models and vibrant rendered textures, the same visual language as my artwork, applied to a product world people hold in their hands.
Press
Details
- 2025
- shu uemura x Shavonne Wong, Spring/Summer 2025 artist collaboration. Launched April 2025 in Japan and internationally, Singapore release June 2025. Official collection: shuuemura.jp.
