China has been the playground of luxury brands for years as consumers have fallen over themselves for the flashy logos. But while tastes may be changing and luxury brands have begun floundering, shopping app XiaoHongShu is proof there's still a market for foreign luxury in China.

Beauty is in the throes of revolution. As people move away from the idealised to a celebration of real people, brands have an exciting opportunity to tap into the new beauty wave. With its #SephoraSquad, Sephora is going further, inviting everyday people to become influencers for the brand.

For American social media stars, success in the West doesn’t automatically translate to popularity in China. High-profile celebrities are having notable difficulties connecting with Chinese audiences, who expect influencers to have a genuine connection to their culture.

Instagram influencers say they are increasingly faking it, saying the credit they get for 'flexing' brings them the kind of kudos that gives them greater credibility. The rise in those faking it for the 'Gram shows how 'selling out' has now become a status symbol, instead of something to be derided.