SK-II × CRYBABY Limited Edition PITERA Essence marks an exciting collaboration between prestige skincare brand SK-II and POP MART’s globally loved collectible art toy character, CRYBABY. Bringing together skincare innovation and emotional storytelling, the limited-edition release celebrates the freedom to embrace love, emotions and one’s true self.
Launched in Kuala Lumpur on 20 July 2026, the collaboration reimagines SK-II’s iconic Facial Treatment Essence through CRYBABY’s expressive and heartfelt universe. The limited-edition creation transforms the brand’s signature “MIRACLE WATER” into a symbol of emotional connection, whether gifted to someone special or enjoyed as a personal reminder of self-love.
A Collaboration Between Beauty And Pop Culture
The partnership brings together SK-II’s heritage in skincare innovation and POP MART’s influence in global collectible culture. As one of the fastest-rising names in collectible art toys, POP MART has created characters that inspire individuality, connection and self-expression.
Among these characters, CRYBABY has become a cultural phenomenon known for its expressive eyes and emotionally honest personality. Rather than hiding vulnerability, CRYBABY represents the idea that emotions are a natural and beautiful part of being human.
For SK-II, this message reflects the brand’s belief that true beauty begins with authenticity.
“At SK-II, we believe true beauty begins with being unapologetically authentic and free to bare your true self,” shared Helene Bellamy, Global SK-II Senior Vice President and Global Brand Leader. She added that CRYBABY’s emotional honesty represents a new generation embracing love, emotions and confident bare skin.
Reimagining SK-II’s Iconic Facial Treatment Essence
The SK-II × CRYBABY Limited Edition PITERA Essence gives a fresh expression to SK-II’s award-winning Facial Treatment Essence, famously known as the “MIRACLE WATER”.
Powered by over 90% PITERA, the signature formula is celebrated for helping transform skin into Crystal Clear Bare Skin with regular use. The essence has become a beauty essential for millions of women worldwide, empowering them to feel confident in their natural skin.
Meanwhile, the limited-edition packaging introduces CRYBABY’s playful yet emotional personality into SK-II’s iconic design. The result is a collectible beauty piece that combines skincare performance with a meaningful message of self-expression.
A Story Of Love, Vulnerability And Self-Expression
Beyond the product itself, the collaboration extends into a series of social films featuring CRYBABY in a dreamy world filled with love, emotions and imagination.
Set against a romantic love bridge, the films follow CRYBABY through moments of longing and wonder before discovering SK-II’s Facial Treatment Essence in a joyful transformation. Through playful storytelling, the campaign highlights the beauty of embracing emotions and celebrating individuality.
Additionally, the films introduce SK-II’s signature “PAT PAT” skincare ritual, encouraging users to enjoy the simple yet meaningful experience of applying Facial Treatment Essence as part of their daily routine.
The Power Of PITERA™
At the heart of SK-II’s skincare philosophy is PITERA, the brand’s exclusive naturally derived ingredient created through a proprietary yeast fermentation process.
Discovered after scientists studied the remarkably soft and youthful-looking hands of elderly sake brewers, PITERA became the breakthrough ingredient behind SK-II’s skincare innovation. After years of research, scientists isolated this unique ingredient, which contains more than 50 micronutrients including vitamins, amino acids, minerals and organic acids.
Because of its unique composition, PITERA works closely with the skin’s natural moisturizing factors, allowing it to be quickly absorbed while delivering the benefits of its nutrients. The SK-II × CRYBABY Limited Edition PITERA Essence is now available at SK-II counters and online retailers in Malaysia.
Retail price: RM850.
With this collaboration, SK-II continues to redefine beauty through innovation, while CRYBABY brings a message of emotional freedom. Together, they celebrate a new generation that embraces love, vulnerability and the confidence to reveal their true selves.
