Mr Xiao Mao: China’s Top Skincare Video KOL

    Beauty companies looking to harness the power of China's KOLs to target the male market have taken notice of Mr Xiao Mao, Youku's most popular skincare advice guru.
    Jing Daily
    Jing DailyAuthor
      Published   in Beauty

    Research has already shown that men in China have highly developed skincare regimes, so it’s not completely surprising that the country’s top online skincare video channel is hosted by a guy.

    Campaign Asia recently profiled the Youku channel of video blogger and key opinion leader (KOL) Mr Xiao Mao (Chinese: “Xiao Mao chats about skincare,” 小茂聊护肤), who provides detailed beauty advice for men. Active since July last year, he’s racked up 3 million views for 16 videos which cover topics such as how to wash one’s face and shower correctly. His recommended skincare regime is so detailed that it would “probably occupy 12 hours” if followed correctly, according to the article.

    Like most KOLs in China, he’s not just doing it for fun. So far, he’s netted lip balm company Figs & Rogue and organic beauty brand Melvita as clients for promotions.

    Discover more
    Daily BriefAnalysis, news, and insights delivered to your inbox.