{"id":8797,"date":"2021-12-03T07:30:58","date_gmt":"2021-12-03T07:30:58","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=8797"},"modified":"2025-04-23T09:48:26","modified_gmt":"2025-04-23T09:48:26","slug":"is-mens-skincare-more-popular-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/is-mens-skincare-more-popular-in-china\/","title":{"rendered":"Is men’s skincare more popular in China?"},"content":{"rendered":"

With purchases of men\u2019<\/span>s skincare and cosmetics on the rise around the world, but especially in China, RedFern Digital spoke to Jake Xu, founder of skincare brand Shakeup Cosmetics, to find out what works, how live streaming helps, and what to look out for when choosing a trade partner<\/h2>\n

Skincare and cosmetics is a crowded market, but one segment that is still developing is products targeted at men. Many men <\/span>struggle with finding products that they can relate to and can only identify suitable products through a lot of trial and error or asking shop assistants for help, which they may not feel comfortable doing because of the stigma against using cosmetic products as men.<\/span><\/p>\n

After working with cosmetic beauty brands at their creative agency, twin brothers Jake Xu and Shane Carnell-Xu realised that they wanted to create a brand of their own that addressed these problems, and Shakeup Cosmetics was born. <\/span>They worked on the formulation with a UK-based manufacturer and chemist team in 2018, and launched the brand in 2019. Currently in its second year, Shakeup Cosmetics is now growing quickly in both the UK and Chinese markets. <\/span><\/p>\n

RedFern Digital spoke to Jake Xu in an interview originally published in issue five of China market-focused magazine, The RED Edition.<\/span><\/p>\n

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Has the stigma around men\u2019s cosmetics and men\u2019s skincare lessened over the past few years?<\/span><\/h4>\n

The stigma is fading, although not as fast as we would like. In the past couple of years, there has been a big shift among men when it comes to finding different ways to express themselves. One method is through using products that allow them to feel confident or good about themselves. A lot of this has to do with mental health, which is a big issue in both the West and in China. <\/span><\/p>\n

There has been a social shift in how masculinity is defined by individual men. The #metoo movement has shaken many awake, changing the way they think of masculinity, and encouraging guys to start living their own truth. Many men are no longer buying into the previous blueprint of how a man should look or behave. <\/span><\/p>\n

Another reason is the generational shift. Younger consumers want sustainable products, they want product variety, and they want inclusivity. Although some demand existed previously, its recent growth and popularity has caused brands and retailers to take notice. Additionally, among these newer generations, gender fluidity is more normalised, which is also driving consumer purchasing behaviour.<\/span><\/p>\n