Tatcha taps Suni Lee to launch its new Dewy Milk Moisturizer

Tatcha first launched its Dewy Skin Cream in 2019. Since then, the purple moisturizer has become one of the brand’s best-known products. “When we go into new markets or new retailers, we lead with Dewy — it’s instantly recognizable for the brand,” said Nicole Frusci, Tatcha’s CMO.

Today, six years later, the brand is introducing a new member of the family — the Dewy Milk Moisturizer ($64), now available on Sephora.com.

To do so, it has tapped Olympic gymnast Sunisa “Suni” Lee, 22, as the face of the launch campaign — the partnership marks the first time the 16-year-old brand has had a celebrity face. Lee has 3.5 million Instagram followers and 3.7 million TikTok followers. The campaign for Dewy Milk, Frusci said, centers around the idea of bounce, balance and lightness.

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