Fan Beauty Diary’s accidental marketing masterclass

What happened Fan Beauty Diary — a beauty brand founded by Chinese actress Fan Bingbing — has recently drawn widespread attention on social media after an amateur photographer unexpectedly went viral, turbocharging sales. On March 29, a user on Xiaohongshu — China’s answer to Instagram that’s also known as RedNote — posted candid photos of Fan, prompting an immediate online stir. Many joked about the “unflattering angles” and questioned how a regular user managed to photograph one of China’s biggest stars in close quarters. The photographer, who goes by the handle Zhenzaojian (@赈早见), later explained that she had merely “gotten lucky.” Fan’s regular photographer had stepped away due to stomach issues, leaving a brief window of opportunity for an impromptu “collaboration.” In industry jargon, the two engaged in a “mutual portfolio shoot,” an unpaid arrangement where both photographer and model exchange skills for content. As the internet mocked — and envied — the novice photographer’s stroke of fortune, Fan doubled down on the serendipitous encounter. She invited the young woman to shoot promotional visuals for Fan Beauty’s latest mask collection, “Mandarin Moments.” The buzz swiftly translated into commercial momentum: what began as a viral coincidence became a sales juggernaut, with over 200,000 units sold in less than 72 hours. It was a textbook case of internet virality driving real-world commerce. Capitalizing on the momentum, Fan Beauty launched a campaign on Xiaohongshu called the “Mutual Shoot Channel,” inviting amateur photographers to submit lifestyle photos inspired by the new product. By tagging their posts with #fanbeauty and #mandarinmoments, participants entered a nationwide competition. Prizes included product bundles — but more significantly, Fan herself pledged to personally select two finalists to join a professional ad campaign for the brand. It was not only a strategic user engagement initiative, but a shrewd attempt to reframe influencer marketing as grassroots creativity. Jing Take Founded in 2018 by Fan herself, Fan Beauty quickly gained traction thanks to the star’s decades-long celebrity status and devoted fanbase. From its inception, the brand benefited from the kind of media visibility and consumer interest most startups can only dream of. Positioning itself as a local Chinese brand, Fan Beauty has carved out a niche in functional skincare — particularly in whitening, repair, and anti-aging treatments. Its signature product line remains sheet masks, which have garnered favorable reviews for both efficacy and user satisfaction. As skincare routines become increasingly segmented and specific, the brand has since expanded into sunscreens and body care, signaling a broader ambition. Fan Beauty’s commercial performance has been equally impressive. During China’s 2023 “618” mid-year shopping festival — a barometer for consumer demand — the brand’s gross merchandise value reportedly grew by 120% YoY, achieving over 437 million online impressions. By the following year, it had climbed to the top spot on Xiaohongshu’s beauty brand leaderboard during the same sales event. Fan Bingbing’s hands-on approach to brand building Unlike traditional celebrity endorsement deals, Fan plays a far more hands-on role in her brand’s development — positioning herself as a creative director and spokeswoman rather than just a figurehead. She regularly posts short videos on skincare tips across the brand’s official website and social platforms, covering everything from brightening regimens to hair care and wellness routines. This personal, often unfiltered content helps humanize the brand and fosters a sense of intimacy that translates directly into consumer trust — and conversions. Fan is hardly alone. A growing number of founders are leveraging social media to craft personal IPs that serve as extensions of their brands — a trend that’s rapidly reshaping marketing norms. But influence is a double-edged sword: while the amplification of a founder’s persona can unlock massive audience engagement, it also leaves the brand vulnerable to reputational fallout. Celebrity founders: The double-edged sword Consider Lei Jun, founder of tech giant Xiaomi. Through keynote speeches, livestream product launches, and a consistent social media presence, he has forged a sense of accessibility that aligns with Xiaomi’s brand image: democratic, user-focused, and technologically savvy. But on April 5, tragedy struck: a Xiaomi SU7 vehicle was involved in a fatal accident in the city of Zhanjiang. Lei, who had personally championed the model during its launch, touting its “exceptional safety” and “beyond-expected performance,” suddenly found himself in an uneasy spotlight. His personal brand had become so deeply interwoven with the product’s narrative that the incident cast a shadow not just on the car, but on him. While Xiaomi issued official statements, it was Lei’s personal silence that drew the most attention. Many watched his social media accounts closely, waiting for a comment that never came. His reticence perhaps signaled an awareness of the risks inherent in turning a founder’s voice into the brand’s loudest megaphone. What draws audiences in peacetime can quickly become the first point of blame when things go wrong. Lessons from Fan Beauty’s marketing playbook The same logic applies to Fan Beauty. The brand’s visibility, consumer engagement, and even its storytelling architecture remain deeply tethered to Fan’s personal influence. It’s a calculated risk. Her career was famously derailed by a tax evasion scandal in 2018 — an incident that led to temporary blacklisting and national controversy. Though she has worked diligently to rebuild her public image, the incident lingers in the public consciousness. For a brand so intimately tied to her persona, any new controversy could quickly spill over. That’s why brands reliant on founder-driven narratives must also cultivate their own autonomous value systems — structures that can stand even if the individual falters. Otherwise, when image becomes destiny, even a fleeting misstep can drag the brand into quicksand. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Fan Beauty Diary’s accidental marketing masterclass

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Published April 22, 2025

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Fan Beauty Diary’s accidental marketing masterclass