This picture taken on July 29, 2018 shows Lan Haoyi doing make up before recording video at his home in Beijing.
When Jiang Cheng first tried a bit of concealer during his first year of university in China it gave him self-confidence and he was instantly hooked. Now he is among hundreds of Chinese men sharing beauty tips online and cashing in on the booming male cosmetics industry.
/ AFP PHOTO / WANG ZHAO / TO GO WITH: China-lifestyle-cosmetics, FEATURE by Pak Yiu and Danni Zhu
Foto: AFP - WANG ZHAO