Cosmetics giant L’Oréal has appointed Chinese actor and singer Xiao Zhan as the Global Ambassador for its men's skincare line. The announcement was made to align the brand’s focus on anti-wrinkle and firming skincare with the public figure’s image. Xiao rose to widespread fame in 2019 for his leading role in the hit television series The Untamed, which earned him several popularity awards. He maintains significant influence on Chinese social media, with over 33.35 million followers on Weibo. He will front the brand’s campaign for its men’s anti-wrinkle product line.