Top 5 KOLs in China for Beauty and Cosmetics Brands

???? China Beauty Marketing 2025: Top 5 KOLs for Brand Domination

???? 1. Austin Li (李佳琦) – “Lip King”

• Core Platform: Douyin (80M+ followers)
• Secret Weapon: Luxury makeup explosive launches
• 2025 Impact: 15,000 lipsticks sold in 5 minutes; drives 35% of platform beauty GMV
• Ideal For: Premium brand debut campaigns

???? 2. Wang Xiaogou (王小狗) – “Sensitive Skin Guardian”

• Core Platform: Xiaohongshu (4M+ followers)
• Secret Weapon: Dermatologist-grade ingredient breakdowns
• 2025 Impact: 45%+ conversion for derma brands; 200K+ monthly sales
• Ideal For: Clinical skincare brands

???? 3. Benny Dong (董子初) – “Gen-Z Formula Guru”

• Core Platform: Bilibili (8M+ followers)
• Secret Weapon: Lab-test reviews + anime crossovers
• 2025 Impact: 10M+ avg. video views; sold-out Shiseido collabs
• Ideal For: Tech-driven skincare innovators

???? 4. Viya (薇娅) – “Mass Market Empress”

• Core Platform: Taobao Live/Douyin (25M+ followers)
• Secret Weapon: Tier 3-4 city penetration
• 2025 Impact: ¥3B+ annual sales; 25% repeat purchase rate
• Ideal For: Affordable line expansion

✨ 5. Zhong Chuxi (钟楚曦) – “Luxury Skincare Muse”

• Core Platform: Douyin/Xiaohongshu (12M+ followers)
• Secret Weapon: High-end ritual storytelling
• 2025 Impact: 40% ROI boost for La Mer; 13M+ live viewers
• Ideal For: Premium anti-aging lines

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???? 2025 Battle-Tested Strategies

1. Platform Synergy Blueprint

Douyin (Traffic) + Xiaohongshu (Trust) + Bilibili (Depth)
*Case Study: PROYA’s “Double Anti-Essence” used Bilibili tech demos → XiaohongshU KOC reviews → Douyin mega-launch to hit ¥100M+ GMV*

2. KOL+KOC Matrix Seeding

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[Top] 1-2 Mega-KOLs: GMV Spike  
[Mid] 50+ Vertical KOLs: Credibility  
[Base] 1000+ KOCs: UGC Flood  

3. Content ROI Maximizers

Platform	Winning Formula
Douyin	15s pain point → Live stream discount
Bilibili	Anime lab reports + Unboxing drama
Xiaohongshu	“28-Day Journey” diaries + Ingredient face-offs

4. Emerging Opportunity Radar

• Men’s Grooming: Douyin #MaleBeauty views ↑180% YoY
• Silver Economy: 50+ consumers spend 3x industry avg

China’s beauty market has been growing at an incredible speed in recent years, according to an article by

Below are listed the current top most influencial KOLs in the Beauty and Cosmetic industry :

Lisa的美妆日记

With nearly 2.3 million followers on Chinese network Weibo, Lisa’s Beauty Blog is another leading beauty KOL in China that has a solid and loyal online fan base. Her blog covers a diverse type of content, ranging from product reviews, makeup tutorials, lifestyle tips to industry news and celebrity gossips. She is currently active on both Weibo and WeChat. For consumers, Lisa’s Beauty Blog is the go-to for understanding the differences between different brands’ beauty products when you don’t know which to purchase. For example, if lipstick is an issue for her followers then Lisa will try on lots of lipstick and present the results with high-resolution photos and detailed user reviews, in order to bring them some clarity.

 Zhang Mofan MOMO (张沫凡MOMO)

Zhang Mofan MOMO, known as the Chinese equivalent to Michelle Phan, is considered the most commercially successful beauty blogger in China. In 2017, she was awarded as the online influencer with the highest commercial value by Sina Weibo.

Zhang posts entertaining makeup tutorials, makeup skills, and skincare routines on major Chinese social media platforms including Weibo, Meipai, and Yizhibo (live streaming site), where she has approximately seven, three, and eight million fans respectively.

Knowing the incredible business potential that comes with her following, in 2010 she created her beauty brand Mo Amour, which specializes in aromatherapy, under the company Meimo-Mo Amour.

Later, she set up another makeup brand named MOAMIS, with which she hoped to replicate the success of Mo Amour. Chinese consumers can purchase Zhang’s products on Alibaba’s e-commerce platforms. The online sales were reported to exceed US$18 million in 2016.

Xiaozhujiejiezz (小猪姐姐zz)

Xiaozhujiejiezz became known as a makeup expert after she posted a load of tutorials back in 2016 where she transformed herself in order to resemble celebrities such as Yang Mi, G Dragon, Lu Han, and others. Having graduated from the China Academy of Art, Xiaozhujiejiezz likes to compare the art of makeup to painting. She believes that a human face is like a canvas, where you can draw anyone as long as you master the contouring. Xiaozhujiejiezz currently has more than 1.7 million followers on Weibo. She was ranked among the top 10 most influential beauty bloggers in 2017 by Sina Weibo. She also has a presence on WeChat, Meipai, and Bilibili.

We have an extended Kols Network in the Chinese Beauty World

Based in Shanghai, the Gentlemen Marketing Agency (GMA) helps international brands to perform in China. We have worked on 1,000+ projects from branding to social media, and e-commerce in China. So, if you want to find a KOL or a KOC for your next campaign in China, you can contact us. We will provide you the best strategy and solutions to reach and partner with local influencers.