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Explainer: Why Men’s Skin Care Is Booming in China

Beauty brands are marketing “athletic skin care” grooming routines and science-backed ingredients alongside high-risk celebrity endorsements.
Brands are using persuasive male celebrity endorsements, including Chinese singer Cai Xukun, to highlight “athletic skin care” grooming routines and science-backed ingredients.
Singer Cai Xukun, pictured at the Met Gala in May in New York, fronts several global beauty and fashion brand campaigns in China but is now mired in scandal. (Getty Images)
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BoF PROFESSIONAL

China’s male pop stars have become key marketing vehicles for beauty brands looking to appeal not only to female fans but also to men. So, when another scandal broke last week surrounding a singer who has lucrative contracts with big international brands, it was a reminder of the risks inherent in such partnerships in a country that sees celebrities get cancelled for moral transgressions more easily and dramatically than others.

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About the author
Tiffany Ap

Tiffany Ap is Senior Correspondent at The Business of Fashion. She is based in New York and covers marketing and the critical China market.

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