The traditionally female-focused make-up market is steadily opening up to a new demographic – but what are the driving forces behind the male beauty movement? Canvas8 spoke to David Yi, the founder of Very Good Light, to understand how brands can tap into men’s growing interest in cosmetics.

Asia is renowned for being at the cutting-edge of male grooming. In South Korea, according to government figures, men in their twenties have as many as 13 products lined up on their shelves. Now, cosmetics brands are focusing on normalising BB cream for men.

Selling to China from elsewhere no longer necessarily requires heavy set-up costs and local product registration. Yet it still requires a close understanding of Chinese consumers, how they select products and what makes them tick. So how is e-commerce helping brands to be successful?

Under mounting pressure to look good, Chinese men are spending more than ever on skin care products. Global brands, such as L’Oréal and Clarins, have responded by launching products in the country, catering to increasingly complicated male beauty routines.