In 2019, Chinese livestream star Austin Li Jiaqi’s only failure was that he couldn’t sell male skincare sets to his female fans. That’s because they all said: “He doesn’t deserve that! What’s next?” But the next day, he changed his approach to selling these products. His new pitch? “Buy him his own skincare so he won’t steal your expensive ones.”

The market for male skincare got overlooked for many years. But in 2021, it began trending in China. From 2020 to 2021, more than 15 fundraising rounds took place for brands targeting young male beauty brands in China, including six for Make Essense and three each for Dear Boyfriend and Tabula Rasa, the latter having been on the market for less than a year.

So what has changed among Chinese men?

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By Tanguy Laurent – January 26, 2022