Meitu, Miaoya: Should brands be marketing on China’s AI selfie apps?

China’s obsession with AI-powered selfie apps is not just a cross-generational vanity trend — it’s a lucrative opportunity for brands looking to tap into the digital-first consumer mindset. With AI-driven photo editing applications like Miaoya and 45ai having caused server overloads in the past due to massive demand, and Meitu's market capitalization soaring to $19.1 billion, as of January 2025, the trend shows no signs of slowing. “By the end of 2023, Meitu hit 250 million users, a massive audience of fashion-forward individuals, influencers, and content creators who are naturally inclined to share,” says Tanya Van Gastel, founder of the Multiverse AI, an AI photography app who has worked with Google, Amazon and others. But what does this digital fixation reveal about Chinese consumers, and should brands be leveraging this growing space? AI selfie craze AI-enhanced beauty apps have long been a staple of China’s digital landscape, with platforms like Meitu leading the charge. Meitu, a social networking and image processing giant, has revolutionized how users interact with digital self-expression. The company’s popular apps, Meitu Xiuxiu and Meiyan Camera, allow users to refine their selfies with cutting-edge AI filters, often aligning with the latest beauty trends. More recently, Miaoya, a portrait-generation app, was in such overwhelming demand that its servers were pushed to their limits. Similarly, Remini, an AI-powered enhancement app, surpassed Douyin (China’s TikTok) in free iOS app downloads in May last year, logging over 1.7 million downloads. These apps are more than mere tools for vanity — they are shaping new standards of digital identity. Why luxury brands should pay attention Luxury brands are increasingly recognizing the potential of AI beauty apps as a gateway to Chinese consumers. Meitu has already integrated e-commerce into its platform, enabling users to digitally try on and purchase branded beauty products. High-end fashion and cosmetics companies are leveraging this feature to introduce new lipstick shades, sunglasses, and skincare lines, seamlessly blending social commerce with digital beauty trends. Van Gastel adds, “The beauty and fashion industries thrive on visual storytelling, and AI-powered selfie apps offer brands a direct line into highly engaged audiences.” In an interview with Jing Daily, fashion consultant Emily Yao said her first encounter of the Louis Vuitton x Murakami collaboration was through Meitu, underscoring the app’s role as a brand campaign discovery platform. Beyond advertisements, KOLs (key opinion leaders) and beauty bloggers are instrumental in driving sales within these platforms, curating online shops and earning commissions through MeituBeauty’s influencer-driven ecosystem. Managing Director at luxury advertising agency Leap (Loveurope and Partners, Natalie Lennon says, “I would say that for brands with growth ambitions in the Chinese market, a digitally native audience and a strong grasp of social-first content then [selfie apps] can be an interesting investment, but should be rolled out as part of a wider, multi-channel social campaign. Smaller brands or those with leaner digital marketing budgets would do better to consider other channels with greater scope for story-telling, which can better build long-term brand sentiment and loyalty.” Cultural significance The current “porcelain figure” selfie trend, reminiscent of the global “glass skin” aesthetic, exemplifies the evolving beauty ideals in China. Inspired by high-fashion moments like Pat McGrath’s runway looks for Maison Margiela, Chinese consumers are embracing hyper-refined, AI-enhanced imagery as an aspirational standard. This ties into the broader movement toward digital identities, where online personas are curated to perfection. The desire for flawless, AI-enhanced imagery speaks volumes about the values of Chinese consumers — hyper-curation, tech-savviness, and a preference for interactive brand experiences. What’s next? At CES 2025, South Korean beauty conglomerate Amorepacific won the AI Innovation Award for its generative AI-powered makeup tool, Wanna-Beauty AI, highlighting the future of AI in beauty and commerce. As generative AI continues to shape consumer expectations, brands that fail to integrate these digital-first experiences risk losing relevance. Luxury brands should take cues from China’s digital ecosystem — embedding AI beauty filters into campaigns, collaborating with KOLs within selfie apps, and leveraging interactive try-on technology. By doing so, they can tap into China’s lucrative digital beauty economy and align with the evolving expectations of tech-empowered consumers. “The brands that embrace AI-powered beauty and content creation tools will be the ones shaping the next wave of digital engagement,” says Van Gastel. With China’s AI beauty boom showing no signs of slowing, the question isn’t whether brands should engage, but how quickly they can adapt to this rapidly evolving space.

Should brands advertise on China’s AI selfie apps?

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Should brands advertise on China’s AI selfie apps?