Cosmetics giants Estee Lauder, Maybelline adding Asian faces to their brands

Asian faces have now been added to front the brands of cosmetics giants Estee Lauder and Maybelline in a bid to appeal to the fastest-growing market in the world.

According to fashion blog Fashionologie, Liu Wen, 22, is the new face of Estee Lauder and the company's first Asian model.

"China is our fastest-growing market," the New York Daily News quoted Estee Lauder's global brand president, Jane Hertzmark Hudis, as telling W magazine.

"What better way to honour that than to hire a native of the country?" she said.

Wen, who is 5'10, was also the first Asian face to walk the runway for lingerie giant Victoria's Secret in 2009.

Shu Pei Qin joins Crouching Tiger, Hidden Dragon star Zhang Ziyi as Maybelline's newest Asian face.