Fragrance and personal care
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
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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","iv":"392c5d8212e999a147479e00334b0ffe","s":"cdee8144adf33837"}
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