Young consumers in China are tapping into mystical makeup. YPulse has been tracking the increasing popularity of supernatural and mystical products and content among young consumers in the U.S. for some time, and our most recent Religion and Spirituality research found that 57% of young consumers are interested in supernatural themed products. Now China’s youth are becoming more invested in the magical trend as well. Young China’s growing interest in astrology, tarot cards, and spiritual practices are fueling their appetite for mysticism, and in response Chinese beauty brands are launching their own magical makeup lines—like Girlcult’s “Mountain and Seas” palettes inspired by Chinese mythology and FlowerKnows’ Roman-themed Baroque makeup collection. While these mystical beauty trends have permeated Western culture, these beauty concepts are captivating China’s youth for different reasons. The concept of luck has permeated Chinese culture throughout history, built on the belief that “wearing specific objects or resembling certain features will offer a prosperous, happy life.” As a result, young people in China have started looking for fashion and beauty products that deliver on this concept of luck and romanticism to feel fulfilled and inspired. (Jing Daily)
