La Roche-Posay's Ace: Sun Yingsha Serves Up a New Skincare Game

SHANGHAI, China – December 31, 2025 – In a move that signals a major strategic shift in the global beauty landscape, La Roche-Posay has officially named table tennis superstar Sun Yingsha as its new Brand Spokesperson for its Serum and Mask categories, as well as a Global Partner. The announcement pairs one of the world's most scientifically respected skincare brands with the undisputed world No. 1 in women's singles table tennis, creating a formidable alliance aimed squarely at capturing the next generation of consumers.

La Roche-Posay, a L'Oréal-owned powerhouse recommended by over 100,000 dermatologists, has built its empire on a foundation of clinical efficacy and professional trust. By partnering with Sun, an athlete celebrated for her unwavering willpower and immense popularity, the brand is making a calculated play to infuse its scientific credibility with the powerful emotional connection that only a global sports icon can provide.

A Strategic Serve into New Markets

This partnership is far more than a simple celebrity endorsement; it is a meticulously planned maneuver to conquer two of the most coveted demographics in the modern economy: Gen-Z and the burgeoning Asian consumer market. Sun Yingsha, born in 2000, is not just a dominant athlete but a cultural phenomenon, particularly in her native China. With a staggering 10 million followers on the social media platform Weibo, she consistently ranks as one of the country's most popular athletes.

Her appeal is rooted in an image of relentless dedication and authentic resilience. This narrative powerfully resonates with younger audiences who prioritize performance and authenticity over traditional glamour. For La Roche-Posay, whose brand spirit is built on providing "life-changing skincare," Sun's story of achieving peak performance through discipline and hard work provides a compelling new narrative. The brand is betting that her influence will translate its message of skin repair and protection into a language that speaks directly to a younger, more active generation.

Industry analysts note that this strategy is especially potent in Asia, where the cosmetics and personal care industry has seen explosive growth. China remains the top market for sponsorship investment in the region, and brands are increasingly turning to national heroes like Sun to build deep, lasting connections with consumers. By aligning with an athlete who embodies national pride and personal strength, La Roche-Posay is positioning itself not just as a product on a shelf, but as a brand that understands and supports the values of its target audience.

Beyond the Court: The Rise of a Commercial Powerhouse

Sun Yingsha's transition from table tennis prodigy to global brand icon has been swift and decisive. This partnership with La Roche-Posay is the latest in a series of high-profile endorsements that underscore her significant commercial influence. In July 2025, her appointment as a brand ambassador for Maison Margiela Fragrances became a viral success on Chinese social media, demonstrating her ability to drive conversations and interest in the luxury sector. Shortly after, she became a global ambassador for personal care brand Vinda, further cementing her appeal to a health-conscious demographic.

Her public image is built on moments that transcend sport. A viral photo from October 2025 showing her calloused hand was widely shared as a symbol of her work ethic, with fans and media dubbing them the "hands of a warrior." This single image did more to define her brand of modern female resilience than any marketing campaign could. It is this authentic narrative of strength, earned through sacrifice, that makes her such a valuable partner for a skincare brand focused on repair and fortification.

Her global stature was further solidified when she was chosen to extinguish the Olympic flame at the Paris 2024 closing ceremony, a historic honor for an Asian female athlete. This global visibility makes her an ideal figure to carry La Roche-Posay's message to an international audience, bridging the gap between its French dermatological roots and its ambitions in Asia and beyond.

Balancing Dermatological Credibility with Mass Appeal

A key challenge for any science-backed brand entering a celebrity partnership is maintaining its core identity. La Roche-Posay's claim as the "most prescribed skincare brand worldwide" is its most valuable asset, built over five decades of dermatological research. The collaboration with Sun Yingsha represents a sophisticated attempt to enhance this identity, not dilute it.

The partnership is strategically focused on the brand's serum and mask categories—products associated with targeted treatment, repair, and high performance. This aligns perfectly with an athlete's need for effective skin recovery solutions. The timing also coincides with La Roche-Posay's recent push into the Chinese market with products like the B5 Multi-Repair Serum, which was developed in partnership with Chinese dermatology experts. By having Sun Yingsha champion these specific lines, the brand links her image of peak physical condition to the products' claims of efficacy and repair.

Instead of creating a conflict between science and stardom, the brand is creating a synergy. Sun's authentic story of discipline and results-driven success reinforces the brand's own ethos of delivering professional, safe, and effective solutions. It is a calculated gamble that her mass appeal will draw new consumers in, while the brand's scientific credentials will convince them to stay.

A New Front in the Dermocosmetic Arena

La Roche-Posay's move does not exist in a vacuum. It is a decisive counter-play in the increasingly competitive dermocosmetics market, particularly in Asia. The strategy mirrors that of key competitors, most notably French skincare rival Avene, which signed Chinese table tennis superstar Fan Zhendong as an ambassador in April 2025. This reveals a clear trend: top skincare brands are identifying elite table tennis players as the new frontier for influencing Chinese consumers.

The investment is significant. Since late 2022, the cosmetics and toiletries category has poured over a quarter of a billion dollars into sponsorship deals in Asia, with China accounting for more than half of that spending. In this high-stakes environment, securing a top-tier, culturally relevant ambassador is no longer a luxury but a competitive necessity.

By securing Sun Yingsha, La Roche-Posay has not only acquired a powerful spokesperson but has also made a bold statement about its intention to dominate the conversation with Gen-Z and sports enthusiasts globally. This partnership sets the stage for a new kind of marketing battle, one fought not just in labs and clinics, but in the hearts and minds of millions of fans who see in their heroes a reflection of their own aspirations for strength and resilience.