In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

It’s not just women who are feeling the pressure of heightened aesthetic standards due to social media and seemingly age-defying celebrities. For a growing number of men, the normalisation of skincare and make-up products has amped up insecurities, though some brands are tackling this by focusing on simplicity and skin health above all.

Challenging gendered expectations, Chinese male celebrities are opting for womenswear and driving a new genderless-chic movement. Despite the government's push for conservative values, gender norms are being challenged in China, and brands have the opportunity to be savvy allies in a new ecosystem.

Confronted with unrealistic beauty standards imposed by the booming idol industry and social media, men in China are facing mounting pressures when it comes to their appearance. As gender stereotypes start to dissipate, men are turning to make-up as a confidence crutch.