Douyin Influencers: Who Are the Top KOLs in the Chinese Beauty Industry?
The world of Chinese beauty influencers on Douyin (China’s TikTok) moves fast. The market hit 520 billion RMB in 2025 and keeps growing. With hundreds of KOLs (Key Opinion Leaders) competing for attention, picking the right one for your brand is not obvious.
This guide covers who dominates the space right now, what Chinese consumers want in 2026, and how the ecommerce landscape has shifted since 2023.
Key Takeaways
- Li Jiaqi (Austin Li) remains one of the top Douyin influencers in Chinese beauty, with a reach exceeding 60 million followers. His live streams move product in minutes.
- Viya rebuilt her brand after her 2021 tax case and returned with a restructured content strategy across platforms.
- In 2026, Chinese consumers cross-check beauty products on AI tools like Doubao and Kimi before buying. If your brand has no content history, these tools return nothing.
- Douyin beauty GMV grew +60% year-on-year. Without a Douyin strategy, you are invisible to the fastest-growing segment of Chinese beauty buyers.
Most Popular Influencers on Douyin (Updated 2026)
Yang Ge, known as Crazy Xiaoyangge, built a following of over 116 million on Douyin with entertainment-first content. He remains one of the platform’s biggest accounts, but the beauty category operates differently. Beauty KOLs combine entertainment with direct commerce, mixing product tutorials with live-stream sales events.
The platform’s algorithm in 2026 rewards conversion, not just views. KOLs who can drive purchases directly from a livestream get more distribution. This changes who matters for beauty brands.
Top Douyin Influencers in the Chinese Beauty Industry
Austin Li (Li Jiaqi)
Austin Li Jiaqi is still the most recognized name in Chinese beauty commerce. Known as the “Lipstick King,” he has over 60 million followers on Douyin and a proven record of selling out products within minutes of mentioning them. His return from a 2022 controversy made his 2023 comeback one of the most-watched brand moments in Chinese social media.
For foreign beauty brands entering China, a placement in one of Li Jiaqi’s live streams is one of the fastest ways to build credibility. The cost is high. The return, when the fit is right, justifies it.
Viya
Viya built her name selling everything from beauty products to real estate during live streams. With 16 million Douyin followers, 17 million on Weibo, and 1.5 million on Xiaohongshu, her reach across platforms was unmatched. After her 2021 tax case, she stepped back. Her return has been gradual and more selective. Brands working with her network now go through restructured agency relationships.
Cherie
Cherie shapes beauty trends through live-streaming content on Douyin. Her product recommendations consistently produce fast sell-outs. She sits at the intersection of lifestyle and beauty, which gives her recommendations more authenticity than pure product-review accounts. Her audience trusts her daily routine content as much as her direct product pitches.
Liu Genghong
Liu Genghong reached 35 million followers in ten days with fitness content and live workout sessions. He now has 64 million followers and uses Douyin’s ecommerce features to sell fitness and wellness products. His crossover into the beauty category, specifically wellness and body care, is growing. His audience skews active and health-conscious, which fits well with natural cosmetics and supplement brands.
Dandan Kid
Dandan Kid works closely with Li Jiaqi’s content network and has become a trusted name for beauty product promotion. Chinese influencers in this tier can move millions of dollars in product value within a single live-stream session. Dandan Kid’s partnership model and cross-platform presence make them a reliable mid-tier option for brands that cannot yet access top-tier KOLs.
China’s Top Rising KOLs in the Beauty Industry
Yan Hao
Yan Hao, known online as @diandilahai, built his Douyin following with humor and body-positive messaging. In a beauty industry that still defaults to narrow standards, his voice stands out. He is gaining brand partnerships as foreign companies look for more authentic voices in the Chinese market.
Dong Yuhui
Dong Yuhui is a teacher at Oriental Select who became a Douyin phenomenon for his live-stream hosting style, mixing product recommendations with cultural commentary. His growth reflects a broader shift: Chinese consumers increasingly trust KOLs who bring genuine expertise, not just personality.
Jia Zhang
Jia Zhang creates content across cosmetics, skincare, and beauty technique. She attracts attention from both domestic and international beauty brands. Her engagement rates are strong relative to her follower count, which makes her cost-efficient for brands testing the KOL channel before committing to larger investments.
Fil Xiaobai
Fil Xiaobai has 12 years in Chinese fashion as a stylist turned influencer. She has shot campaigns for Chanel, Louis Vuitton, and Gucci, and walked in Dolce & Gabbana’s show as the only female Chinese influencer to do so. Her luxury positioning makes her the right choice for premium and prestige beauty brands entering China.
Top Chinese KOLs in Different Beauty Categories
Li Jiaqi (Beauty and Cosmetics)
Li Jiaqi is the most influential makeup KOL in China. His live broadcasts on Douyin and Weibo generate sales numbers that no other single creator can match. He collaborates with Lancôme, Charlotte Tilbury, YSL Beauty, and Chanel Beauty. He holds the KOL Makeup Leader Award from TIME. For color cosmetics specifically, he sets trends.
Looking for help? Our KOL agency in China can support your brand’s entry into China.
