Credit: Weibo
Japanese beauty house Decorté has turned to a rising star. Tian Xu Ning (田栩宁) now fronts the brand’s Liposome Advanced Repair Serum in China. His image, sleek in lavender tones, appears on JD.com campaigns and social media.
The choice feels deliberate. Decorté seeks to capture Gen Z and millennial consumers who follow Tian Xu Ning’s every move. His fandom, strong and vocal, brings instant visibility. The pairing positions Decorté’s “little purple bottle” as more than a cult skincare icon—it becomes a lifestyle statement endorsed by youth culture.
Credit: XiaoHongShu
In China’s luxury market, stars often act as bridges between heritage and trend. The impact is clear. Sales channels gain traction, e-commerce banners drive clicks, and social chatter spikes. In one stroke, Decorté reinforces the Liposome serum’s cult status while refreshing its image. Once known for quiet refinement, the brand now leans into contemporary celebrity power.
Decorté has a history of choosing its faces with care. Zhou Xun brought gravitas when she became the brand’s global ambassador in 2020. Lay Zhang followed with high-profile campaigns in Hainan, adding star power to duty-free retail. Both choices reflected refinement and broad cultural reach.
Credit: XiaoHongShu
It remains to be seen if this new endorsement between Tian Xu Ning and Decorté will expand into a global ambassadorship. Yet the strategy reflects a shift. Luxury beauty is no longer only about legacy. It thrives on youth, speed, and the power of one familiar face.
