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By Hannah Muehlberger

The new wave of sunscreen is here. Shiseido is partnering with the 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.

Powered 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 skin tones
  • 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 as well as 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 Shiseido x WSL limited edition Ultimate Sun Protector Lotion SPF 50+ and Clear Sunscreen Stick SPF 50+ is available in stores and online at, Macy’s, and select retailers.