Shihomi Etsuko Named Brand Ambassador for Eternam, Embracing Beauty at Every Age

Shihomi Etsuko: A New Era with Eternam

The skincare brand Eternam, based in Shibuya, Tokyo, has recently announced that renowned actress Shihomi Etsuko has been named its brand ambassador, effective May 1, 2026. With the mission of creating a future where dreams of eternal beauty do not fade, Eternam is excited to have Etsuko, a remarkable figure in the Japanese entertainment industry, join its family.

At 70, Etsuko embodies a beauty that transcends time and societal standards of age and trends. Throughout her illustrious career, she has continuously challenged herself to redefine her life and expressions. Rather than settling in her established role as an actress, Etsuko has broadened her artistic horizons, diving into the world of flowers and music. This dedication to continuous evolution, rather than resting on past achievements, serves as a powerful reminder that aging does not diminish potential but rather enriches and expands it.

The partnership with Eternam symbolizes a new chapter in Etsuko's life, an extension of her past endeavors but also a bold step into new challenges. Together, they aim to communicate a message of acceptance of aging and the strength in being true to oneself, inspiring others to embrace the philosophy of beauty that evolves through life's challenges.

Shared Philosophy of Relentless Challenge

Eternam aligns closely with Etsuko’s perspective, emphasizing a philosophy of dissatisfaction with the status quo. Without limiting itself to traditional anti-aging methods, Eternam is committed to exploring the inherent regenerative capabilities of life as its foundation for beauty. This commitment mirrors Etsuko’s approach to her art, where she constantly seeks to redefine her expressions without ever settling for completion. The resonance between her life’s work and Eternam’s pursuit of beauty through resilience points to a shared belief that continuous striving itself embodies beauty.

Etsuko's Voice on Collaboration

Etsuko expressed deep sentiments regarding her role as an ambassador:
“What I discerned in the realm of flower creation was the pursuit of [beauty]. The astounding natural power of life and vitality is an awe-inspiring force. Colors, shapes, properties, and characteristics – these all represent a quiet learning experience. Engaging with flowers, rather than diminishing, I felt the undeniable force of ‘renewal’ exist. I have a profound resonance with Eternam’s challenges in regenerative medicine. This beauty is not special; it breathes within the everyday lives of everyone. Understanding life and beauty — this is the eternal theme and a challenge where dreams continue.”

With this thought, she fully embraces the values Eternam stands for.

A Brief Overview of Shihomi Etsuko

Shihomi Etsuko, acknowledged as Japan's first action actress, gained fame through numerous film and television projects. After taking a hiatus from acting due to marriage, she immersed herself in the world of floristry, subsequently engaging in social contributions through her “Sunflower Project,” aiding disaster-hit areas and refugee camps. Recently, she has ventured into music and is set to debut as chanson singer “Kanazato Mari” in 2024, with a solo concert planned for July 3.