In China, make-up is not something exclusively used by women, with plenty of young men beginning to use cosmetics. Many people consider using beauty products a basic component of personal grooming regardless of gender, reflecting a shift away from dated gendered stereotyping.

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?

Despite Facebook ads being used by most brands, click-through rates in Q3 2018 slumped. As more people become aware of targeted advertising, they're also frustrated at its limitations. That's why some brands are turning to other media formats, such as video, to get their message across.

Social media platforms hold phenomenal power within beauty, but their impact goes far beyond simple make-up and skincare. From non-invasive ‘tweakments’ to intensive plastic surgery, digital influencers are promoting more permanent aesthetic changes to achieve an Insta-ready appearance.