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Beauty

Bye KOLs, hello sales: Beauty brands rush to sign celebrities who convert

Sports stars, short-drama actors, and male idols dominate 2025 campaigns as China’s beauty brands shift from fatigued KOL marketing to high-impact celebrity endorsements.

Lisa Nan
Lisa Nan
⁕
BeautyStrategy
Bye KOLs, hello sales: Beauty brands rush to sign celebrities who convert
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