China’s male online cosmetics stars and a booming new industry

Lan Haoyi, known online as Lan Pu Lan, introduces a product while filming at his home in Beijing. Photo: AFP/nChina’s male online cosmetics stars and a booming new industry When Jiang Cheng first tried a bit of concealer during his first year of university in China, it gave him self-confidence and he was instantly hooked. Now he is among hundreds of Chinese men sharing beauty tips online and cashing in on the booming male cosmetics industry. “I found that putting on make-up is actually quite easy,” the 24-year-old said as he gently brushed his face with some foundation. “Women may not fully grasp the concept of male make-up. If a girl puts on my make-up, they may not be able to achieve the effect that I really want.” Every weekend, Jiang spends a couple of hours in front of his i

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