Fei Fei Sun and other Asian models who have nabbed prestigious beauty contracts

Fei Fei Sun and other Asian models who have nabbed prestigious beauty contracts

Look East

Text: Renée Batchelor

With a bigger emphasis on diversity and representation in the media, beauty brands are calling on Asian mega models to front their campaigns

In case you haven't heard, Fei Fei Sun, the iconic, 28-year old model from Weifang, China has just been announced as the latest face of Estée Lauder Cosmetics. She is not the first Asian woman to rep the brand, coming off the heels of countrywomen Liu Wen and Yang Mi in a bid to capture the burgeoning China market. 

Says Sun, "I am honored to join the incredible women who represent the Estée Lauder brand. Growing up in China, I never believed I would represent such an iconic beauty brand. This is a dream come true." With her pixie-like, youthful features and versatility — is there any makeup and hair look she can't wear? — Sun has taken the fashion world by storm, booking prestigious campaigns for brands like Chanel and Valentino and gracing countless covers of Vogue editions all over the world. But Sun is not the only successful East Asian model who is making waves in the beauty industry. Here are other pretty faces that have emerged in the past few years.


Liu Wen
Liu Wen has racked up an astonishing number of firsts in her groundbreaking career. She is the first Asian woman to be signed on by Estée Lauder in April 2010, the first model of East Asian descent to earn her wings as a Victoria's Secret Angel and the first Asian woman to make the cover of American Vogue in March 2017.


Soo Joo Park
While many Asian models have to fit the Western stereotype of Asian beauty in order to succeed in the industry, Korean-born Soo Joo Park, who grew up in California, broke boundaries with her edgy look and signature, platinum mane — work began picking up for her after she switched up her 'do. She also signed on with French beauty giant L'Oréal in 2015, the first Asian-American woman to earn the honour.


Xiao Wen Ju
Following in the footsteps of Fei Fei Sun, is the baby-faced Xiao Wen Ju, whose distinctive and quirky looks has set a new standard for Asian beauty on catwalks, editorials and campaigns. Like Soo Joo Park, she has also been signed on to L'Oréal Paris, representing the brand in hair, skincare and makeup campaigns. 


Sui He
With her feminine, ultra-symmetrical features, flawless skin and adorable dimples, the beauteous Sui He was picked to be the face of Japanese skincare brand Shiseido, fronting both the skincare and makeup visuals of the beauty pioneer with her truly international face.