Li Jiaqi, also known as Austin Li, is China's best-known livestreamer, the "Lipstick King" whose broadcasts have reshaped how beauty and luxury brands sell to Chinese consumers. Based in Shanghai, he is a partner in MeiONE, the company behind his livestream rooms.

Born in Hunan in 1992, Li began as a beauty adviser at a L'Oréal counter before moving into livestreaming in 2016. In 2018 he sold 15,000 lipsticks in five minutes, outselling Alibaba founder Jack Ma, and in 2019 he set a Guinness World Record for the most lipstick applications in 30 seconds. On the first day of Singles' Day presales in 2021, his stream generated about US$1.9 billion in sales.

Named to TIME's 2021 TIME100 Next list, Li now has more than 100 million followers. His reach extends well beyond beauty: in June 2026 he sold 40 Mercedes-Benz cars in his first car livestream, and his room ranked first on Taobao Live's sales chart during the 2026 618 shopping festival.