Hundreds of Chinese male vloggers share beauty tips online to help their partners look more attractive

Beauty blogger Lan Haoyi, 27, put on makeup before shooting a video at her home in Beijing. Hundreds of young male vloggers now share online beauty tips as the urban man becomes more aware of the appearance

Flushes, eye shadows and concealers are no longer exclusively found in a woman's cosmetic bag, as more and more men in China discover the power of makeup.

Hundreds of male vloggers now share online beauty tips, as young urban men have become more aware of appearance in recent years.

"We are seeing more men in the media wearing makeup, this will naturally become the norm," said videographer Lan Haoyi.

The 27-year-old makeup artist has more than 1.4 million followers on Weibo, who uses Twitter, and spends up to 10,000 yuan (£ 1,140) on beauty products every month.

Beauty blogger Lan Haoyi, 27, put on makeup before shooting a video at her home in Beijing. Hundreds of young male vloggers now share online beauty tips as the urban man becomes more aware of the appearance

Beauty blogger Lan Haoyi, 27, put on makeup before shooting a video at her home in Beijing. Hundreds of young male vloggers now share online beauty tips as the urban man becomes more aware of the appearance

Beauty vlogger Jiang Cheng, 24, records video at her home in Beijing as part of China's burgeoning male cosmetics industry. Jiang says that a firm that manages bloggers pays around £ 570 per month to present company products.

Beauty vlogger Jiang Cheng, 24, records video at her home in Beijing as part of China's burgeoning male cosmetics industry. Jiang says that a firm that manages bloggers pays around £ 570 per month to present company products.

Beauty vlogger Jiang Cheng, 24, records video at her home in Beijing as part of China's burgeoning male cosmetics industry. Jiang says that a firm that manages bloggers pays around £ 570 per month to present company products.

Jiang applies lipstick before recording a video in his Beijing flat. He was instantly hooked after using corrector in college

Jiang applies lipstick before recording a video in his Beijing flat. He was instantly hooked after using corrector in college

Jiang applies lipstick before recording a video in his Beijing flat. He was instantly hooked after using corrector in college

Despite what appears to be social progress in many of the country's cosmopolitan cities, the video blog says it still receives hate messages and criticism for appearing in a red and smoky eyeshadow.

"Why would a man look like this? Why does a man need to wear makeup?" These are some of the messages I receive, "says Lan, adding that he has been called a" sissy "and other insults.

However, these beauty stars form a huge industry in China, with Internet celebrities known as & # 39; wang hong & # 39 ;, or online stars.

When blogger Jiang Cheng first tried a bit of a proofreader during his first year of college in China he gave him self-confidence and was instantly hooked.

"I found out that putting on makeup is easy enough," said the 24-year-old while gently brushing his face with a certain base.

Jiang Cheng prepares for a male beauty video in front of a large mirror. He said that makeup gives him self-confidence

Jiang Cheng prepares for a male beauty video in front of a large mirror. He said that makeup gives him self-confidence

Jiang Cheng prepares for a male beauty video in front of a large mirror. He said that makeup gives him self-confidence

Lan Haoyi 27, shares beauty tips online as part of the booming Chinese beauty industry for men

Lan Haoyi 27, shares beauty tips online as part of the booming Chinese beauty industry for men

Lan Haoyi 27, shares beauty tips online as part of the booming Chinese beauty industry for men

Lan has more than 1.4 million followers on Weibo and spends up to 10,000 yuan (£ 1,140) on beauty products every month.

Lan has more than 1.4 million followers on Weibo and spends up to 10,000 yuan (£ 1,140) on beauty products every month.

Lan has more than 1.4 million followers on Weibo and spends up to 10,000 yuan (£ 1,140) on beauty products every month.

& # 39; Women may not fully understand the concept of male makeup. If a girl puts on makeup, she may not be able to achieve the effect I really want, "Jiang said.

Every weekend, Jiang spends a couple of hours in front of his iPhone in his cozy impromptu studio in Beijing, testing the latest balsams and blushes for hundreds of live viewers, who can simultaneously buy the products he reviews.

"This color is not so scandalous that men can not use it safely even in a conservative environment," he explains to his fans.

Chinese e-commerce companies such as Alibaba and JD.com have launched live streaming platforms that allow viewers to buy products while watching the videos, erasing the line between entertainment and consumerism.

At the same time, cosmetics brands pay large sums of money for online celebrities, often women, to check their new products.

The male beauty market is expected to grow 15.2 percent in the next five years in China, according to Euromonitor.

The male beauty market is expected to grow 15.2 percent in the next five years in China, according to Euromonitor.

The male beauty market is expected to grow 15.2 percent in the next five years in China, according to Euromonitor.

24-year-old vlogger Jiang Cheng shows different shades of lipstick from her make-up collection

24-year-old vlogger Jiang Cheng shows different shades of lipstick from her make-up collection

24-year-old vlogger Jiang Cheng shows different shades of lipstick from her make-up collection

"We're seeing more men in the media wearing makeup, this will naturally become the norm," says video blogger Lan Haoyi.

But now market and gender norms are changing, with cosmetics that are no longer considered exclusively for women and male celebrities that show that it is okay for men to blush a bit.

Jiang says that a firm that manages bloggers pays around 5,000 yuan (£ 570) per month to present products from cosmetics companies.

The male beauty market is expected to grow 15.2 percent in the next five years in China compared to a global increase of 11 percent over the same period, according to research firm Euromonitor.

Increasingly, foreign firms such as La Mer and Aesop are working with video bloggers such as Lan, known as Lan Pu Lan online, to promote their products to their almost 1.4 million followers.

He said China's "fresh Chinese meat," a term that refers to young, attractive men, is leading the trend for men to spend more money on cosmetics.

Lan, known as Lan Pu Lan online, presents a cosmetic product while recording a video at his home in Beijing

Lan, known as Lan Pu Lan online, presents a cosmetic product while recording a video at his home in Beijing

Lan, known as Lan Pu Lan online, presents a cosmetic product while recording a video at his home in Beijing

Every weekend, Jiang spends a couple of hours in front of his iPhone in his cozy impromptu studio in Beijing to record videos

Every weekend, Jiang spends a couple of hours in front of his iPhone in his cozy impromptu studio in Beijing to record videos

Every weekend, Jiang spends a couple of hours in front of his iPhone in his cozy impromptu studio in Beijing to record videos

Jiang sets a backdrop. Now he is among the hundreds of Chinese men who share online beauty tips in the burgeoning industry

Jiang sets a backdrop. Now he is among the hundreds of Chinese men who share online beauty tips in the burgeoning industry

Jiang sets a backdrop. Now he is among the hundreds of Chinese men who share online beauty tips in the burgeoning industry

However, many people, especially the previous generation, still find men who wear makeup that is rare and unacceptable in the country, largely conservative.

For Jiang, the fear of being ridiculed by his own parents prevents him from picking up the makeup brush in front of them.

& # 39; I do not want to have conflicts with my parents. We do not see face to face, our values ​​and concepts of life are different.

"I'm not saying do not think I'm making up is bad or whatever, but they just can not accept the daily makeup routine of a man," he says.

Mo Fei, the executive director of Chetti Rouge, a Chinese cosmetics company aimed exclusively at men, says that will change over time.

Lan applies eye shadow from a color palette before filming for his 1.4 million followers on Weibo

Lan applies eye shadow from a color palette before filming for his 1.4 million followers on Weibo

Lan applies eye shadow from a color palette before filming for his 1.4 million followers on Weibo

For Jiang, the fear of being ridiculed by his own parents prevents him from picking up the makeup brush in front of them

For Jiang, the fear of being ridiculed by his own parents prevents him from picking up the makeup brush in front of them

For Jiang, the fear of being ridiculed by his own parents prevents him from picking up the makeup brush in front of them

Jiang prepares to shoot a video at home. Chinese e-commerce companies such as Alibaba and JD.com have launched live streaming platforms that allow viewers to buy the products while watching the videos.

Jiang prepares to shoot a video at home. Chinese e-commerce companies such as Alibaba and JD.com have launched live streaming platforms that allow viewers to buy the products while watching the videos.

Jiang prepares to shoot a video at home. Chinese e-commerce companies such as Alibaba and JD.com have launched live streaming platforms that allow viewers to buy the products while watching the videos.

"There will be more and more men who will be more careful how they look and demands will increase, men in the east are more receptive," says Mo.

He opened Chetti Rouge in 2005 with few products. Now the beauty company sells a wide variety of cosmetics ranging from base to lipstick exclusively for men and has moved the entire business online.

"We saw potential in the market from the beginning," Mo told AFP, adding that the company expanded to Thailand three years ago.

& # 39; It may be that men have accepted makeup. For men looking for products in shopping malls, it can be a bit intimidating for some men, therefore, the best way to shop is online, so our sales strategy is mainly based on the Internet. "

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