Is 2024 the year of Fan Bingbing’s global comeback?

Hot on the heels of her appointment as Melaka tourism ambassador in Malaysia in June, Chinese actress Fan Bingbing celebrated the global launch of her beauty brand Fan Beauty Diary on Tiktok.

Could this be the year that once-controversial actress makes her global comeback?

Fan Beauty Diary first launched in 2018 with stores on Tmall, JD.com, and Xiaohongshu with a focus on skincare and face masks. This year, Fan Beauty Diary topped Xiaohongshu's brand list during the 618 Shopping Festival, and its official Taobao flagship store was included in the list of "Top Chinese Beauty Brands of 618." According to reports, in 2023, Fan Beauty Diary's GMV surpassed 1.1 billion RMB ($154 million).

Shortly before her Tiktok beauty launch, Fan was appointed Melaka tourism ambassador at the Encore Melaka on June 15. The event also emphasized the draw of cultural and tourism occasions that honor heritage and customs, like the Melaka Dragon Boat Parade.

Over the years, Fan’s following have praised the actress for her daring fashion-forward looks and creative approach to style. “I have to say that she looks the best in terms of appearance. She is still so beautiful after so many years,” posted @officiallicorice on Xiaohongshu. “I am still amazed every time I see her.”

“Wow, goddess,” wrote another netizen @xiaohu on the social media platform.

In recent years, Fan has maintained a relatively quiet profile since being embroiled in a tax evasion scandal that saw her disappear from social media platforms in 2018. It was not until March 2023 that the celebrated actress waltzed back onto the red carpets at the 2023 Academy Awards in a much-feted look by Tony Ward Couture.

By fall 2023, the actress made a splash at the Spring Summer 2024 season of Paris Fashion Week, when Fan closed the Mugler show clad in a gossamer fabric one-piece look that received much praise among Chinese and international fashion enthusiasts. The Chinese star's post earned her $56,000 in earned media value, but her influence on China's digital scene amplified the occasion even more.

Brands should pay attention to this comeback story, Fan Bingbing's comeback underscores the importance of strategic timing and authenticity.

Fan rehabilitated her image by progressively reintroducing herself at major events like Paris Fashion Week and the 2023 Academy Awards. By developing a strategic, phased re-entry plan that prioritizes authenticity and is consistent with their basic principles, brands may learn how to handle controversy and the art of making a successful comeback.