In this episode of Sixth Tone’s podcast, videographer Tang Xiaolan and reporter Chen Na tell us about the burgeoning business of beauty for men.

While only a minority of men in China may be ready to serve up a full face of makeup, a vanguard of young celebrities with boyish looks — “little fresh meats” — and vloggers who post makeup tutorials and reviews on sites like Bilibili and Douyin are helping pave the way. Who are the “beauty boys” behind the faces beat for the gods? And what do these new modes of consumption say about gender in contemporary China?

Listen to our podcast to hear the stories behind the story, “Beauty Boys: The Chinese Men Changing the Face of Makeup.”

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Hosts: Qian Jinghua and Kevin Schoenmakers; guests: Chen Na and Tang Xiaolan; producer: Zhang Ru.

(Header image: Makeup enthusiast Che Huixuan puts in a contact lens, Beijing, March 23, 2018. Tang Xiaolan/Sixth Tone)