Jing Daily

Chinese men are increasingly spending on self-care products like skincare and fragrances as more delay marriage and live alone. This reflects a broader trend of increased male consumption in China, with 2025 showing an 11.4% year-over-year increase in online spending per male consumer and men becoming the majority of Singles' Day shoppers. The phenomenon is linked to workplace competition and parallels Western 'looksmaxxing' trends.