Shiseido selects transgender Hunter Schafer as global ambassador

Japanese beauty label Shiseido has appointed Hunter Schafer as its global brand ambassador, a move aimed at broadening its appeal to new, younger generations of customers.

The 21-year-old transgender actress made her acting debut last year in HBO American drama Euphoria. Besides acting career, Hunter has also modeled for fashion houses, including Dior, Miu Miu, Calvin Klein, and Versus Versace.

In a statement, Shiseido described Schafer as “a multifaceted Generation Z” who “inspires, ignites change and transcends boundaries by celebrating individuality on and off the screen”.

“Hunter Schafer really represents the current zeitgeist of beauty in that there are no rules, no boundaries, and no restrictions,” said James Boehmer, global artistic director for Shiseido Makeup.

“Similar to Shiseido, she is both modern and timeless, continues to write her own narrative, which is what we encourage people to do with makeup.”

With Schafer as a global brand ambassador, the brand aims to empower customers by helping them push their own unique beauty further, according to Yoshiaki Okabe, chief brand officer at Shiseido.

“Nobody embodies this concept better than American actress and artist Hunter Schafer,” the company said in a statement.