Since launching its signature Dewy Skin Cream in 2019, Tatcha has made the purple moisturizer one of its most recognizable and beloved products. The cream is often the brand’s flagship when entering new markets and retailers, praised for its rich, luminous texture.
Now, six years later, Tatcha is expanding the Dewy line with the Dewy Milk Moisturizer ($64), designed to offer a lighter, bouncier alternative that still delivers that coveted dewy glow. It’s available now exclusively at Sephora.
Celebrity Partnership: Olympic Gymnast Sunisa “Suni” Lee
Marking Tatcha’s first-ever celebrity endorsement, 22-year-old Olympic gymnast Suni Lee was chosen as the face of the Dewy Milk campaign. Lee, who boasts over 3.5 million Instagram followers and 3.7 million on TikTok, perfectly embodies the campaign’s core themes of bounce, balance, and lightness—qualities intrinsic to both the product and her athletic prowess.
Nicole Frusci, Tatcha’s chief marketing officer, emphasized that Suni was chosen not only for her athletic background but because her qualities resonate with the moisturizer’s essence.
Campaign and Community Engagement
The campaign includes outdoor ads across New York City and a special “Suni Bundle” available on Tatcha’s e-commerce site.
Social media buzz was high, with engagement doubling during the week leading up to the launch.
Tatcha’s social media presence includes 1.3 million Instagram followers and 157,000 TikTok followers.
Suni Lee shared her enthusiasm:
“The Dewy Milk Moisturizer is now a must-have for my morning and night skincare routine. I love how light, nourishing, and bouncy it feels.”
Product Development: Meeting Consumer Needs
While Dewy Skin Cream remains a strong seller with its richer formula, many consumers found it too heavy or greasy for their skin types but still wanted that signature glow. Dewy Milk addresses this demand by offering a lighter, more breathable moisturizer that appeals especially to those with oilier skin or who prefer a lighter feel.
Makeup Meets Skincare
Although Tatcha is a skincare-focused brand, it’s popular among makeup lovers as well. Celebrity makeup artist Daniel Martin, known for working with Meghan Markle, joined Tatcha as global artistic director in 2020, highlighting the brand’s influence in the makeup community. Dewy Skin Cream, for example, is often used as a makeup base.
Pop-Up Event and Japanese Heritage Celebration
To celebrate the launch, Tatcha will host a two-day pop-up event in Soho, featuring:
An appearance by Suni Lee
Introduction of Jiyū Chan, a cute bunny mascot that represents the brand’s Japanese heritage and the popular kawaii culture
Jiyū Chan plush toy bag charms, aligning with current trends like Labubu plush popularity
Treats such as Solid Wiggles jelly desserts and Isshiki matcha
Nicole Frusci explained the pop-up’s intent to connect with consumers in a playful way, allowing them to experience the product firsthand and immerse themselves in Tatcha’s cultural roots.
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