As of January 2019, the Chinese beauty app Meitu (essentially Facetune) had 51 million monthly active users.
. 74 percent of Chinese women link beauty with success, a figure much higher than the global average.
Jumping on the bandwagon of public anxiety, beauty companies have started to change how they sell in China. Expensive high-end products, which were originally created for more mature customers, are now being advertised to younger women under the lure of “early anti-aging” — a massive trend in the country. Estée Lauder’s Advanced Night Repair might be marketed to older women in the west, but in China its sold to women in their twenties with the slogan “pre-ordering a younger future”.
“My mother uses La Mer and I thought, why not?” says Jenny Liu, 19, who lives in Beijing. “I literally just spent £300 on a purchase yesterday. When you don’t want to spend time to do your own research, it’s easier to jump on Xiaohongsu [a popular Chinese site for buying beauty products] and see some famous diva with flawless skin who swears by some product. It’s easy to spend £200 and hope you’ll look like them in a week.
But it doesn’t stop at products either. According to China’s cosmetic surgery site So Young, 20 million Chinese people underwent cosmetic procedures in 2018. Out of these, 64 percent were born after 1990, and 19 percent were born after 2000, meaning they were younger than 19 years old. So Young also found that almost 50 percent of patients who undergo cosmetic surgery make less than $1,500 a month.
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