Chinese Male Idols Become Popular Endorsers for Cosmetics Brands

Gone are the days of goddesses and in come the male gods. For years, makeup and cosmetics companies have used female celebrities to endorse their brands, but in recent years, there appears to be a trend of using male idols as brand endorsers insetad.

Perhaps the first cosmetics brand to use a male celebrity to endorse its products was Japan’s Kanebo Cosmetics, who hired the legendary Takuya Kimura (木村拓哉) to endorse its new lipstick product back in 2016. Over 3 million were sold within two weeks of the product’s release.

Will the following male idols out-reign Kimutaku?

Yang Yang (杨洋) for Guerlain

The 27-year-old Chinese actor is Guerlain’s first male endorser since its establishment 16 years ago. Yang Yang has collaborated with the brand to release the “Yang Yang Color” KISS KISS lipstick recently, and the product quickly sold out after its release.

Lu Han (鹿晗) for L’Occitane en Provence

The former EXO member is a hot favorite for many brands, and in 2017, he became the official endorser for L’Occitane, a French cosmetics and beauty product company. Sales for the brand increased 26.9% since he picked up the mantle, pushing China to be one of L’Occitane’s biggest overseas markets.

Huang Zitao (黄子韬) for YSL Beauté and Sephora

Tao was known for his makeup look when he was still a member of EXO, and he has no plans to change his image, even after coming back to his home country as a solo artist. In 2017, he became an ambassador for YSL Beauté, and talked about the beauty of makeup. Last year, he was chosen by the chain store Sephora to be its image endorser.

Lay Zhang (张艺兴) for M.A.C

Lay, the first and only member of EXO to be invited to the Met Gala, used to be the butt of jokes when it came to idols with “bad skin.” Perhaps this was the reason why Lay became more inspired about skincare, attracting even M.A.C to pick him as their endorser.

Karry Wang (王俊凯) for Lancôme

Out of the three TFBOYS, Karry is by far the member with the most endorsements. He is currently the perfume and makeup ambassador for Lancôme. Karry was part of a long marketing campaign where fans get to buy the lipstick colors that Karry had handpicked for them.

Jackson Yee (易烊千玺) for Givenchy

Jackson became a makeup endorser for the first time this past March, promoting a pink lipstick for Givenchy.

Eddie Peng (彭于晏) for KATE

The Taiwanese actor may be known for his sunny boy image, but that doesn’t make him any less popular among the ladies, making him a perfect endorser for skincare and makeup.

Source: Marie Claire HK

This article is written by Addy for

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  1. “in recent years, there appears to be a trend of using male idols as brand endorsers insetad.” because those male idols use just about as much cosmetics as the female idols x”D

    Half of them looks gay :/ Idk why anyone would buy products based on those “promotional photos”, I would pick the girl one where it’s showcase the product, like say Kristen Stewart for the eyeshadow, look at her photo, you are like wow, that’s so pretty, want to buy!

  2. I guess the chinese fans are just idol crazy so the males idols will sell tonnes. Wouldn’t happen in any other country…

  3. Korean beauty companies were getting a lot of flack for the impossible beauty standards they’re pushing on women, and it’s driving a movement for women to trash their cosmetics. I think this movement is still ongoing, so k-beauty companies are feeling the heat. As a result, they’re not targeting women as heavily anymore and instead, are setting their sights on men now lmao. It is an untapped market, after all.

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