Bobbi Brown Cosmetics has named Liu Yifei as its newest Global Ambassador, strengthening the brand’s connection to beauty consumers in China and around the world with a face that already commands major influence across luxury fashion and beauty.
In its announcement, Bobbi Brown Cosmetics said it “welcomes Liu Yifei as their newest Global Ambassador,” highlighting that she “embodies everything the brand stands for: confidence, individuality, and beauty that is entirely her own.” The brand notes that the “strength and sincerity she brings to every role she takes on as an actress” makes her the “perfect partner across China and around the world,” signalling both a deep focus on the Chinese market and a broader global storytelling role. The Estée Lauder Companies which owns Bobbi Brown has also publicly backed the move, stating it is “excited to see Bobbi Brown bring this partnership to life.”
What this means for Bobbi Brown in China and globally
Chinese media reports indicate that Liu Yifei is stepping into the role following the end of fellow actress Liu Shishi’s term as global ambassador for Bobbi Brown, which began in June 2024 and concluded at the end of May 2026. Coverage clarifies that rumors suggesting Liu Yifei accepted a significantly lower fee to secure the contract are unfounded, with industry figures stressing that she remains among the highest valued advertising faces in China. By choosing Liu Yifei, who already fronts global campaigns for luxury houses such as Louis Vuitton, Bvlgari, Shiseido, Tissot, Jo Malone London and others, Bobbi Brown aligns itself with a star whose image is closely associated with refined, modern femininity and strong commercial impact.
Liu Yifei’s expanding ambassador portfolio
The appointment to Bobbi Brown Cosmetics adds to Liu Yifei’s growing roster of global roles, which in 2026 has also included being unveiled as global brand ambassador for smart home brand Dreame’s large home appliances line, a move that Chinese and international media described as a pivotal upgrade for that company’s premium positioning. Her long standing partnerships with luxury brands such as Bvlgari, where she appears alongside fellow global ambassadors like Priyanka Chopra and Anne Hathaway, and with maisons like Chaumet, underline her status as an international fashion and beauty icon rather than a market specific face. For Bobbi Brown, tapping into this cross category visibility offers opportunities for integrated storytelling across makeup, fashion and lifestyle media.
A timely refresh for Bobbi Brown’s brand narrative
The transition from Liu Shishi to Liu Yifei comes as Bobbi Brown continues to evolve its positioning within The Estée Lauder Companies portfolio, focusing on authenticity driven makeup and complexion essentials. With Liu Yifei described by partners as someone whose appeal lies in a blend of elegance, strength and relatability, the brand gains a spokesperson who can front everything from fresh skin campaigns to bolder, more fashion forward looks. As new campaigns roll out, the partnership is expected to be especially visible in China, but the “Global Ambassador” title confirms that her image will anchor Bobbi Brown storytelling in multiple regions.
