Estée Lauder (雅诗兰黛) has promoted Chinese actress Xin Zhilei (辛芷蕾) to global makeup ambassador, marking a step up in her relationship with the beauty giant and underscoring , again, that Chinese faces in high demand in the world of global luxury.
The appointment follows a string of years in which Xin has steadily expanded her profile across film, fashion and international cinema. In 2025 she picked up the Best Actress award at Venice Film Festival for her performance in Sun Hanging at Noon (日掛中天), cementing her rep as one of China’s hottest screen talents. Since then, her image has blended artistic credibility with high-fashion appeal.
That mix makes her an obvious fit for a premium beauty brand. Unlike the youthful idol aesthetic that dominates many celebrity endorsements in China, Xin’s image leans toward what Chinese media often describe as lěng yàn qìzhì (冷艳气质) – a cool, composed elegance associated with confidence and independence.
In campaign visuals for the new partnership, Xin appears in a sleek black gown, projecting exactly that poised, understated glamour. As global makeup ambassador, she will front campaigns for Estée Lauder’s cosmetics lines and represent the brand in international marketing and events.
Estée Lauder Xin Zhilei: A broader shift
The appointment also reflects a broader shift in how global beauty brands approach China. Rather than limiting Chinese celebrities to regional endorsements, companies increasingly elevate them to global roles. The strategy allows brands to resonate more deeply with Chinese consumers while signalling China’s growing influence on the luxury industry’s cultural landscape.
For Estée Lauder, pairing a globally recognised beauty brand with a Chinese actress whose reputation bridges cinema, fashion and international awards to name a few is a neat piece of positioning — one that speaks to both aspiration and authority in the world’s most closely watched beauty market.
