On Tuesday, it was revealed that Liu has been named the first Chinese global brand ambassador for Jo Malone London. This collaboration represented a significant shift from conventional endorsement practices, as the brand allegedly forwent the usual trial or evaluation period.

The agreement further emphasizes Liu's commercial appeal. This marks her 12th international endorsement contract, broadening her reach across various luxury industries, including ready-to-wear fashion (Louis Vuitton), jewelry (Bulgari), and perfumes. Her endorsement roster has garnered widespread acclaim as elite across sectors, while experts regard her brand selections as a calculated marketing tactic that enhances her positioning.

Market analysts observe that even with her absence from films for nearly 800 days and maintaining a relatively discreet public presence, Liu continues to land high-value endorsement contracts, challenging typical industry standards. Analysts credit this success to her "fewer but premium" approach: generally adding just one or two new endorsements each year while demonstrating her lasting star power and influence.

In 2025, Liu entered into a contract with Bulgari, which reportedly provided her an annual compensation of 20 million yuan (approximately US$2.9 million), along with a provision permitting her involvement in jewelry design. At the 2025 Cannes Film Festival, she showcased an unreleased Bulgari piece, drawing considerable attention. Related hashtags gained around 170,000 followers on Xiaohongshu, and global searches for Bulgari surged by 32%.

Liu, now 39, was born in Wuhan, China, to dancer Liu Xiaoli and An Shaokang, a former French-language teacher who subsequently worked at the Chinese Consulate in France. After her parents' divorce when she was 10, she relocated to the U.S. with her mother, where she pursued her education and eventually acquired U.S. citizenship. She went back to China five years later and entered the entertainment field with her initial drama "The Story of a Noble Family."

Liu subsequently starred in a series of prominent productions, including "Chinese Paladin" and "The Return of the Condor Heroes." In recent times, she has experienced a resurgence in recognition through shows like "A Dream of Splendor," "Meet Yourself," and "The Tale of Rose."