~Centered around the new Lumiwise Brightening Ampoule Serum, the campaign celebrates the belief that true radiance begins with healthy, well-cared-for skin~
Aug 27: Sulwhasoo, the iconic Korean luxury skincare house rooted in over six decades of pioneering Ginseng Science and holistic beauty philosophy, unveils its latest campaign featuring Karisma Kapoor, an icon of timeless elegance whose effortless grace and enduring radiance perfectly embody the essence of the Lumiwise collection.
Built around the belief that true radiance isn’t created by the spotlight but by the care that comes before it, the campaign follows Karisma Kapoor through the moments behind a high-fashion photoshoot, revealing that luminous, camera-ready skin begins long before the lights come on. Because lasting beauty isn’t about chasing the glow it’s about nurturing it every day.
At the heart of the campaign is the new Lumiwise Brightening Ampoule Serum, Sulwhasoo’s latest brightening innovation powered by its proprietary GINSENG ECTOIN™ and Niacinamide. Designed to visibly reduce pigmentation, improve skin clarity and reveal lasting luminosity, the serum helps strengthen the skin barrier while delivering a radiant, even-toned complexion that shines from within.
The campaign also spotlights the complete Lumiwise Brightening Collection, including the Lumiwise Brightening Essence Water, Lumiwise Brightening Emulsion, and Lumiwise Discoloration Corrector. Together, the collection forms a comprehensive brightening ritual that hydrates, strengthens and enhances skin’s natural radiance through Sulwhasoo’s signature blend of heritage and innovation.
Through Karisma Kapoor’s effortless presence, the film brings Sulwhasoo’s philosophy to life where skincare is not about creating temporary brightness but cultivating lasting radiance through mindful care.
Elegant, confident and timeless, she reminds us that the most beautiful glow is one that comes from healthy skin.
Speaking on the collaboration, Karisma Kapoor said, “For me, beauty has always been about feeling confident and comfortable in your own skin. I love Sulwhasoo’s philosophy that true radiance comes from consistent care and healthy skin, rather than something temporary. The Lumiwise Brightening Collection beautifully brings together heritage and innovation, and the new Brightening Ampoule Serum feels like a natural addition to a mindful skincare ritual. I’m delighted to collaborate with Sulwhasoo and celebrate the idea that when you care for your skin, your radiance has the power to last.”
Speaking on the campaign, Mini Sood Banerjee, Deputy Director & Head of Marketing, Amorepacific India, said, “With Lumiwise, we wanted to celebrate a more meaningful definition of radiance, one that begins with healthy, well-cared-for skin rather than the spotlight. Karisma Kapoor embodies this philosophy effortlessly, with a timeless elegance and confidence that reflects everything Sulwhasoo stands for. Through this campaign, we hope to inspire consumers to embrace skincare as a mindful ritual, while discovering the transformative power of the Lumiwise Brightening Collection, led by our new Brightening Ampoule Serum.”
Because true radiance doesn’t come from the spotlight. It comes from within. Power to Stay Radiant. Discover the Sulwhasoo Lumiwise Collection, now available on Nykaa, Tira, Sephora.
