As the Chinese economy continues to grow, so does the demand for various products. Now the cosmetics world has taken notice, with some big names making changes to their campaigns to attract more customers. Reports online indicate that Estee Lauder has signed Chinese model Liu Wen to represent the brand.

Global brand president for Estee Lauder, Jane Hertzmark Hudis was quoted online as saying, “China is our fastest-growing market. What better way to honor that than to hire a native of the country?” Maybelline has also gotten in on the act, signing model Shu Pei Qin to be its latest Asian representative. She has appeared on the covers of the Chinese editions of Vogue and Elle.