“I wear makeup every day,” explains 22-year-old Shanghai Jiaotong university student Andy Gu. “I would never tell my father, I think he’d be pretty angry at me. But it’s not obvious—just a little bit of concealer, some brightening products to enhance my skin. It makes me feel good.” This attitude of young Chinese men is what’s driving the market growth.
- The retail trade revenue of cosmetics in China grew from 19.5 billion RMB to 20.13 billion in May 2018, according to data by Statista.
- The same study showed that the average weekly time spent on personal grooming by men in China is now around 2.2 hours.
- The annual growth of male beauty consumption in China is predicted to reach 13.5 percent by 2019, well ahead of the 5.8 percent rise in the global male beauty market, according to research firm Euromonitor.
- In 2017, 96% of male e-tail users purchased beauty and cosmetics products at least once, according to data released by China’s e-commerce platform VIP.com and JD.com.
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