Blooming Beautifully, True to Yourself: 20-Year-Old TSUBAKI Weaves a Story of Vibrant Beauty with SUZY (Bae Su-ji)

TSUBAKI, a haircare brand developed by FineToday Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Tetsuro Komori), will begin airing a new TV commercial featuring global ambassador SUZY (Bae Su-ji) starting Wednesday, July 1, 2026. Centered on the message 'Lustrous hair is my power,' this commercial focuses on the vitality of the camellia flower, portraying SUZY’s embodiment of 'beauty filled with life force' and the confidence that radiates from within. SUZY, who continues to captivate many with her natural yet strong beauty, appears in TSUBAKI’s uniquely elegant and refined world, her lustrous hair shining from root to tip, exuding an irresistible presence through her poised expression. We invite you to experience this new representation of 'lustrous living hair,' befitting TSUBAKI’s 20th anniversary.

— Lustrous hair is my power: SUZY reveals a world of radiant vitality —

TSUBAKI has always aimed to empower every woman to embrace her inherent beauty and move forward confidently through haircare. When hair gains luster, it gently awakens inner confidence, transforming into the strength to face the future. The message 'Lustrous hair is my power' encapsulates this enduring belief. As an actress and singer, SUZY continues to shine with grace and resilience. Her poised beauty and strong presence perfectly embody the 'vibrant beauty' that TSUBAKI envisions.

In this TV commercial, SUZY appears in a minimalist, white-based space, wearing a TSUBAKI-red dress. Her beautifully lustrous black hair sways lightly, captured impressionistically alongside her direct gaze. The simplicity of the composition highlights the shine and movement of her hair, along with the confidence emanating from within. The video powerfully portrays the strong beauty brought by 'luster.'

[TV Commercial Overview]

Title: TSUBAKI 'Lustrous hair is my power.' (30 seconds)

https://youtu.be/TlY-e9iodxk

TSUBAKI 'Lustrous hair is my power.' (15 seconds)

https://youtu.be/sMN2SxxhuFs

Air Date: Wednesday, July 1, 2026 ■ CM Cut Data:

[About SUZY]

Born in South Korea, SUZY debuted as a member of the girl group miss A, then rose to fame with her role in the film 'Architecture 101,' launching her acting career.

She has since starred in numerous hit dramas, including 'While You Were Sleeping,' 'Start-Up,' Coupang Play’s 'Anna,' and Netflix’s 'Doona!,' establishing her reputation as an actress with delicate emotional expression and a strong presence.

Recently, she headlined the Netflix series 'The Sound of Magic,' earning widespread acclaim across Asia and globally. Upcoming, she will appear in the Disney+ original series 'Delusion' (working title), further expanding her global reach.

With her translucent beauty and poised demeanor, she is active globally in advertising and fashion, gaining support from wide-ranging generations across Asia and beyond.

[Comment from SUZY]

'For this commercial, I focused on delivering the shine and movement of my hair more vividly within the simple setting.

I feel the message “Lustrous hair is my power” conveys the confidence and positive energy that arise from within. I empathized with this sentiment and expressed it naturally, hoping to convey the values TSUBAKI cherishes.

I’d be delighted if viewers could pay attention to subtle nuances like my hair flowing in the wind and the changes in my expression.'

[Product Overview - Key Products]

Product Name: TSUBAKI Premium Moist & Repair Shampoo

Premium Moist & Repair Conditioner

Features: Enriched with Tsubaki Oil Force (※1) for beautiful results from the first use.

For frizz and dryness

Penetrates deep into the hair, delivering moisture to the ends for smooth, bouncy, lustrous hair (※3)

Capacity: 450mL

Price: Open price

Product Name: TSUBAKI Premium Volume & Repair Shampoo

Premium Volume & Repair Conditioner

Features: Enriched with Tsubaki Oil Force (※1) for beautiful results from the first use.

For lack of volume

Penetrates deep into the hair, creating bouncy, voluminous, lustrous hair (※3) from the roots

Capacity: 450mL

Price: Open price

Product Name: TSUBAKI Premium EX Damage Care & Repair Shampoo

Premium EX Damage Care & Repair Conditioner Treatment

Features: Enriched with Tsubaki Oil Force (※1) for beautiful results from the first use.

For severe damage

Repairs hair damaged by perms and coloring in 3D (※4), delivering smooth, lustrous, bouncy hair (※3) to the ends with every use

Capacity: 450mL

Price: Open price

Product Name: TSUBAKI Premium EX Repair Mask (Hair Pack)

Features: Infused with Golden Repair Complex (※2) that repairs both the surface and deep layers of hair

For extremely damaged hair

Ionic repair power. Delivers ionic repair ingredients (※5) deep into the hair’s core, repairing damage from the roots

Capacity: 180g

Price: Open price

※1 Camellia seed oil, phytosterol macadamiate, di-(phytosterol/octyldodecyl) lauroyl glutamate, squalane: repair, moisturize, add shine

※2 Tsubaki Oil (Camellia seed oil), Royal Jelly (Royal Jelly Extract), Soy Protein (Soybean Seed Extract) (repair)

※3 Shine that runs through flexible, bouncy hair

※4 Repairing each hair strand individually in 3D

※5 Lauryl trimonium chloride (repair)

[Links]

▼ TSUBAKI Brand Site: https://brand.finetoday.com/jp/tsubaki/

▼ TSUBAKI Official Instagram: https://www.instagram.com/tsubaki_jp/

▼ TSUBAKI Official X: https://x.com/tsubaki_ofc

▼ FineToday Corporate Info: https://www.finetoday.com/jp/