Shiseido Introduces Limited Edition Sunscreens: A Partnership With World Surf League Will Support Environmental Efforts to Inspire Ocean Protection

Sage Erickson and Lakey Peterson

The new wave of sunscreen is here. Shiseido is partnering with World Surf League (WSL) for the launch of our limited edition Shiseido x WSL Ultimate Sun Protector Lotion SPF 50+ and Clear Sunscreen Stick SPF 50+. As part of a long-term sustainability commitment, Shiseido will donate a portion of sales from this limited edition packaging design to World Surf League’s environmental efforts to inspire, educate, and empower ocean protection. 

This year, Shiseido returns as WSL’s Global Sustainability Partner and the Official Sunscreen of WSL North America. WSL and Shiseido are committed to protecting and conserving the global ocean, and together are focused on bringing that to life at 2022 WSL Championship Tour events through grassroots, community-led activations. Together they will deepen the impact by working with inspiring grassroots organizations across the world and sharing these stories digitally. 

Shiseido WSLPowered by WetForce + HeatForce technology, the Ultimate Sun Protector Lotion SPF 50+ and the Clear Sunscreen Stick SPF 50+ formulas create an invisible, lightweight, protective veil that becomes more effective in heat, water, and sweat. These high-performance sunscreens are comfortable enough for everyday use and suitable for all active lifestyles.

The Shiseido formulas are:

  • Reef-Friendly
  • Free of oxybenzone & octinoxate
  • Invisible on all skintones
  • Water-resistant 80 min

The limited-edition design is graphic and bold, utilizing Shiseido’s iconic yellow and blue colors. The carton is certified by the Forest Stewardship Council (FSC), a global organization promoting responsible management of the world’s forests.

Shiseido tapped professional surfers and Brand Ambassadors, Sage Erickson and Lakey Peterson to support the limited edition launch. The world-class athletes will play key roles in an integrated marketing campaign designed to maximize awareness of Shiseido’s significant partnership with WSL through in-store marketing, website content, social media and PR and influencer programs.

Shiseido has been a luxury sunscreen brand for surfing for as long as I can remember. I’ve used their sunscreen since I was 11 years old and think people and fellow surfers gravitate towards it because of how well it works,” says Lakey. “Shiseido products are amazing and their efforts in moving towards being reef-friendly and Hawaii compliant mean a lot to me because I have a big love for the ocean,” adds Sage. 


Established in 1976, the World Surf League (WSL) is the home of the world’s best surfing. A global sports, media, and entertainment company, the WSL oversees international tours and competitions, a studios division creating over 500+ hours of live and on-demand content, and via affiliate WaveCo, the home of the world’s largest high-performance, human-made wave. Headquartered in Santa Monica, California, the WSL has regional offices in North America, Latin America, Asia Pacific, and EMEA.

The WSL is dedicated to changing the world through the inspirational power of surfing by creating authentic events, experiences, and storytelling to inspire a growing, global community to live with purpose, originality, and stoke. 


Beauty innovation. Born in Ginza, Tokyo Japan. Established in 1872, SHISEIDO is one of the world’s most-trusted beauty brands. Built on a foundation of respect for Japanese ingredients and culture, SHISEIDO is renowned for its commitment to tradition and quest for innovation. In skincare, suncare, and makeup, SHISEIDO offers superior products and unparalleled technologies that celebrate the art and science of beautiful skin. 

SHISEIDO Sustainability Initiatives:

Sustainable Beauty Actions (SBAS) is a new, global initiative through which SHISEIDO will implement a range of sustainability-focused activities and products to create social value unique to the beauty industry.

The SBAS initiatives is built upon three key pillars unique to SHISEIDO: “MOTTAINAI” (recycle and reuse), HARMONY (with society and environment), and EMPATHY (resonate with all). Based on these three pillars, SHISEIDO will act to help create a more sustainable, beautiful future.

The We Are One Ocean partnership falls under the HARMONY pillar and is an extension of the SHISEIDO BLUE PROJECT. Launched in 2019 in association with WSL and WSL PURE, the SHISEIDO BLUE PROJECT promotes ocean conservation through initiatives such as beach cleaning and dune planting to safeguard shorelines with professional surfers and people. SHISEIDO is also the official sunscreen of the World Surf League North America.