BEIJING (June 1): Chinese millennials are becoming the world’s biggest beauty queens, thanks to the power of the internet.

Makeup and grooming tips proffered by popular lifestyle bloggers are inspiring women in their late teens to early 30s to splurge 585 yuan ($119) on a Tom Ford lipstick and 1,350 yuan on an 8-gram compact of La Mer’s illuminating foundation powder online. That demand helped drive a 20% jump in Estee Lauder Cos.’s sales in China in the quarter through March, making it the New York-based group’s fastest-growing cosmetics market.

“In the past, Chinese women didn’t put on foundation, mascara, and eye shadow,” said Fabrice Weber, Estee Lauder’s Asia-Pacific president, in an interview in Hong Kong. “Today, it’s perfectly OK. Millennials are completely uninhibited to think ‘I need to look stunning.’”

To continue reading,

Sign in to access this Premium article.

Subscription entitlements:

Less than $9 per month
3 Simultaneous logins across all devices
Unlimited access to latest and premium articles
Bonus unlimited access to online articles and virtual newspaper on The Edge Malaysia (single login)

Related Stories

Stay updated with Singapore corporate news stories for FREE

Follow our Telegram | Facebook