Hashtag crazes like #A4Challenge and #BellyButtonChallenge reveal the huge social pressure Chinese women are under to conform to narrow beauty ideals. With a variety of eating disorders on the rise, some brands are now helping young people reject old conventions and pursue self-acceptance.

Influencers use social media platforms to endorse their products of choice. But rather than using their celebrity status to distance themselves from their fan bases, China’s style icons are using live chat to communicate recommendations, and it's keeping them close to their followers.

For workers on the move, it can be hard to maintain a polished look through the day’s wrinkles, weather, and sweat. Carbon38 offers chic workwear that is as high-performance as athletic gear, ensuring that women don’t have to worry about their clothes as they go from office to gym to club.

In China, make-up is not something exclusively used by women, with plenty of young men beginning to use cosmetics. Many people consider using beauty products a basic component of personal grooming regardless of gender, reflecting a shift away from dated gendered stereotyping.