In millennial China, male beauty is the new normal. Today, one in five Chinese men born after 1995 use BB cream and lipstick on a regular basis. According to Tmall’s 2018 Men Grooming Report, the platform’s male beauty market has also grown by more than 50 percent for two years in a row. On Tmall alone, the year-on-year sales increase of men’s eyebrow pencil, men’s lipstick, men’s BB cream had reached 214 percent, 278 percent, and 145 percent respectively.