The rise of male beauty vloggers

Videos shared on social media boost sales of make-up to men

An experiment with eyebrow pencil and a bit of Givenchy foundation two years ago hooked Song Yewen on the world of make-up. Now, the 21-year-old beauty vlogger is defying traditional Chinese gender norms on a mission to make his audience to feel as empowered as he does: “I feel good about myself when I wear make-up — I feel confident.

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