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Feb. 8, 2026
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Fragrance and personal care

Why Chinese men want to be beautiful

January 27, 2022

The market for male skincare got overlooked for many years. But in 2021, young male beauty brands began booming in China. What changed? Image credit: Kiehl’s The market for male skincare got overlooked for many years. But in 2021, young male beauty brands began booming in China. What changed? Image credit: Kiehl’s

 

By Tanguy Laurent

In 2019, Chinese livestream star Austin Li Jiaqi’s only failure was that he could not sell male skincare sets to his female fans. That is because they all said: “He doesn’t deserve that! What’s next?”

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