10 Aug '18, 5am

China's new online cosmetics stars: Men

BEIJING: 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. Advertisement "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," Jiang said. Every weekend, Jiang spends a couple of hours in front of his iPhone at his cozy makeshift studio in Beijing trying on the latest balms and blush for hundreds of live viewers, who can simultaneously buy the products he reviews. Jiang Cheng recording video at his home in Beijing as part of China's...

Full article: https://www.channelnewsasia.com/news/asia/china-s-new-onl...

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