Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Despite the Chinese government's attempts to quell alternative masculinities, a growing number of young men are unapologetically embracing make-up. As they explore their identity away from heteronormative ideas, they are finding the freedom to express themselves through online platforms.

Chinese TV seriesRock It, Momis pushing the boundaries of female characterisation on screen – specifically for mothers. The popularity of the show lies in its reflection of real-to-life experiences, helping to shatter idealised stereotypes of womanhood and motherhood.

Florasis creates beauty products that blend ancient Chinese aesthetics with modern formulations and markets them through TikTok beauty influencers. As Gen Z consumers draw inspiration from historical references, how are brands helping them put their own spin on time-honoured traditions?

Chinese Gen Zers are brand-savvy shoppers who have more access to product information than their predecessors. But how exactly is this consumer power affecting their beauty buying habits? What do they expect from cosmetics brands and how are their demands shaping the sector?