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Brie Larson named global muse by Japan’s Decorté

Brie Larson is the new global muse of Decorté, one of Japan's most beloved beauty brands. Image credit: Decorté
Image credit: Decorté

From Captain Marvel to global muse. Decorté, one of Japan’s most beloved beauty brands, has signed Academy Award-winning actress Brie Larson as its new global muse. The brand has also announced an innovative digital initiative, Decorté Beauty Journey, that will take consumers on a virtual voyage around the world.

“I am honored to be a part of the KOSÉ family and be named Decorté’s brand muse. I love the confidence that the brand inspires in women globally as well as its holistic approach to beauty. I appreciate how much research, science, craftsmanship, and passion go into the making of each product. The brand holds themselves to the highest standards of quality and experience,” Larson said in a press statement.

Decorté x Brie Larson

https://youtu.be/HEtZ9P1EkmE

The Japanese beauty brand is celebrating its 50th anniversary globally with a yearlong campaign and message, “Embrace Your True Beauty”. Decorté embodies the best of Japanese beauty, or J-Beauty as it is known by many consumers, balancing art and science as well as tradition and innovation.

The brand is a pioneer in cutting-edge research and science, and has partnered with world-renowned universities and acclaimed scientists for decades to deliver breakthrough formulas. Decorté is one of Japan’s most respected skincare brands because of its innovative skincare technologies, high quality ingredients, unique textures, dedicated craftsmanship, and techniques drawn from centuries-old Japanese traditions.

Decorté was founded in 1970 by Kozaburo Kobayashi, a visionary who created exceptional beauty products even during the shortages of the post-war period.

“Decorté was born under my grandfather based on a philosophy of making cosmetic products that give people hope and inspire them to dream,” said KOSÉ Corporation President and CEO Kazutoshi Kobayashi in a press statement.

“We are proud of our history, and we are excited to celebrate Decorté’s 50th anniversary with our employees, customers, and partners worldwide; and to continue with this celebration throughout the next year. We would like to welcome Brie Larson to our family, as she truly embodies the values of the brand with her intelligence, dignity, and beauty with honor. We look forward to Decorté’s next fifty years, and to bringing consumers all over the world the best of Japanese beauty.”

Real-life marvel

An internationally acclaimed actress known for strong female roles, Larson plays the Marvel character Carol Danvers in the Captain Marvel franchise. This was the first female-led superhero film at Marvel Studios that broke box office records.

She has won an Academy Award, Golden Globe, SAG, BAFTA, Critics Choice, and NBR award for her performance in “Room” in 2016. In 2020, she won an Emmy award for co-producing “The Messy Truth VR Experience” as the Outstanding Original Interactive Program.

Her directorial debut, “Unicorn Store”, premiered at 2017’s Toronto Film Festival and subsequently on Netflix. Time named her as one of the 100 Most Influential People in 2019. Larson launched a popular YouTube channel during this summer to connect with her fans and express herself personally. She is a vocal advocate of equity and inclusion in Hollywood and beyond.

Decorté Beauty Journey

Decorté is also collaborating with French luxury house Baccarat to create a bespoke limited edition collectible designed by renowned Dutch interior designer Marcel Wanders that debuts in June 2021. Both brands have a rich heritage in craftsmanship starting with Baccarat in 1764. Each limited edition moisturizer will have its own serial number. It will be paired with a Baccarat crystal stand and resin spatula. Innovative design, form, materials, and functionality have always been paramount to Decorté, and this partnership is the ultimate expression of innovation and heritage.

Meanwhile, Decorté Beauty Journey will take consumers on a virtual voyage around the world to discover beautiful destinations while learning more about the brand through locations such as Tokyo, Paris, Yakushima Island, and Shanghai.

The site is accessible via computer and smartphone and the content will be updated throughout the yearlong 50th anniversary celebration.

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