C-beauty – or Chinese beauty – is winning over beauty enthusiasts, one fan at a time. Just look at the popularity of makeup videos on Douyin, aka China’s version of TikTok. Characterised by its emphasis on the lashes to achieve a wide, doe-eyed look like what you see in manhua (Chinese comics), the trend has been steadily growing and gaining attention among many content creators, not only in China but globally too.
Popular Thai-Chinese content creator Kyurin often features C-beauty makeup looks and reviews products on her socials. She even does regular “which looks better” videos – pitting C-beauty and non-C-beauty products against each other. Her verdict is that the C-beauty products do hold their own.
A post shared by Kyurin Diary 𐙚 (@kyurindiary) Content creator Judy , on the other hand, may be based in Auckland, New Zealand, but she regularly shares the latest C-beauty collections, highlighting C-beauty brands like Girl Cult, Flortte, Into You and Flower Knows, and creating various celeb-inspired looks with them. A post shared by JUDY♡ (@j.uuuuudy) Even ByAVA founder Ava Lee , who was raised in Shanghai, has dipped her toes into C-beauty.
She recently shared her love for Joocyee’s Glazed Rouge on her TikTok channel, adding that the lipstick has become a constant in her makeup bag. But the interest in C-beauty isn’t only limited to social media. C-beauty has also made its way into New York Fashion Week.
Chinese makeup brand Into You showcased vibrant s.
