For young Chinese men like Gu, the idea that luxury cosmetics are exclusively for women is an outdated notion. Traditionally, China has been a country of unshakable gender roles. But, in an evolving modern China, the male beauty industry is booming.
The Asia Pacific region has the highest market growth in the male beauty industry. In China, millennial male consumers are the key demographic of today's beauty market. More than influencer collaborations and product innovations – the shift in Chinese culture has been essential. Males maintaining their appearances isn't necessarily taboo anymore.