see more

This picture taken on July 29, 2018 shows Jiang Cheng preparing for a video live 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. (Photo by WANG ZHAO / AFP) / TO GO WITH: China-lifestyle-cosmetics, FEATURE by Pak Yiu and Danni Zhu (Photo credit should read WANG ZHAO/AFP/Getty Images)

This picture taken on July 29, 2018 shows Jiang Cheng preparing for a video live 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. (Photo by WANG ZHAO / AFP) / TO GO WITH: China-lifestyle-cosmetics, FEATURE by Pak Yiu and Danni Zhu        (Photo credit should read WANG ZHAO/AFP/Getty Images)