In Insight, Marketing, Trend

“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.

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