Chinese skincare company Kans announced singer Jackson Wang as its new global brand ambassador on October 13. Wang’s first collaboration with a domestic Chinese beauty brand signals Kans’ push toward premium positioning and global expansion. Wang, who has worked with Louis Vuitton and Cartier, brings international appeal to the 22-year-old company. The partnership supports Kans’ strategy to strengthen its science-backed premium image and challenge perceptions of domestic brands as budget-oriented. The collaboration is expected to support overseas market development in Southeast Asia and Western markets.