Young Chinese women are increasingly drawn to spending on their appearance, as evidenced by booming online cosmetic sales, which reached some 500 billion yuan (US$69b) last year, a 3.8 percent year-on-year increase. Sales volumes surged by 10.4 percent, reaching 4.6 billion units. Breaking traditional taboos, young females now feel empowered to experiment with light makeup even during high school, while university students spare no expense on beauty products. Cosmetics and skincare discussions dominate social media. Despite great strides, male aesthetics and pervasive societal norms still influence women’s perceptions of beauty. There should be a world where personal appearance is not judged on a scale of beauty or ugliness, but where individuals find contentment in embracing their true selves.
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