While Chinese beauty movements like “Douyin makeup,” “manhua eyelashes,” and the “Asian baby girl” trend continue to dominate TikTok and other global social media, newer, more controversial looks are also on the rise.
In recent years, “mixed-race” beauty has evolved into its own buzzword on Xiaohongshu, Douyin and other Chinese social platforms.
Characterized by strong facial contours (enhancing nose bridge and reduced jawline), pale skin and blue, green, hazel or light brown coloured contact lenses, China’s “mixed race” beauty trend reflects the country’s complex cultural influences and changing standards of beauty in post-colonial Asia.
“Actually, real Asians don’t generally look like this,” he wrote. Internet user Santiao (@三条) on the Chinese social media platform Xiaohongshu.
In response, another user, Yueqing Ruhui, wrote, “Asian makeup was popularized by girls with this style, so this type of makeup is called Asian makeup.”
Other users felt that the trend was just that, a trend.[Mixed-race beauty] “It’s just a name, don’t take it too seriously,” posted one netizen..
Yaling Zhang, a Shanghai-based cultural analyst and founder of an e-newsletter Following the RMBexplains that this interest in mixed race beauty standards is not new.
“The standard of beauty for ‘mixed race’ is, [modern] “China says this, referring to the often Eurocentric norms that influence beauty perceptions today,” she says, “but what’s different in the digital age is that social media users can actively learn how to achieve this look by adding stereotypical features like colored contacts and freckles.”
While Eurocentric beauty standards influence beauty trends around the world, some experts believe that the extreme beauty standards of East Asia, known for their emphasis on flawless skin and defined features, have had a major influence on beauty trends in China.
Social media is also playing a key role in spreading the trend through tutorials and inspiration for users.
On Xiaohongshu (XHS), the hashtag “mixed race makeup” (#mixedracemakeup) has 190 million views, while “mixed race Asian makeup” (#mixedrace妆) has 3.82 million views. Similarly, on Douyin, the hashtag “mixed race makeup” (#mixedracemakeup) has 1.37 billion views, while the hashtag “Asian makeup” (#庚裔妆郎) has 1.15 billion views. These staggering numbers confirm the widespread popularity of this trend.
Tristan McInnis, managing partner at China-based studio Inner Chapter, sees the trend as part of a broader cultural hybridization. “The trend towards mixed-race beauty reflects a desire for a naturally exotic look that blends Eastern and Western aesthetics,” he says. “This is driven by cultural hybridization, the influence of social media, the pursuit of a travel-inspired lifestyle, and the Y2K fashion fad of the ‘hot girl’ (辣妹).”
The rise of colored contact lens brands on social media and e-commerce sites has also fueled the phenomenon. Brands such as Hapa Kristin, a South Korea- and Los Angeles-based contact lens retailer, are tapping into mixed race aesthetics and aspirations, offering products that help users achieve the look they desire.
On Xiaohongshu, Hapa Christine boasts 4.11 million views, and sales on Taobao are also booming, with popular items selling between 4,000 and 7,000 units per year.
“The biggest factor in this trend is Chinese people’s perception of race,” Jiang said. Historical influences include the racial hierarchy of Qing Dynasty scholar Yang Fu. This “yellow-white” apex has had a lasting impact, contributing to the belief that Eurasians, with their supposedly white skin and distinctive features, are particularly attractive.
However, preference for this “mixed race” feature is not uniform.
“Mixed-Chinese and black people are not viewed in the same way,” Jiang said. She was referring to Lu Jing, a 2009 reality TV contestant with a Chinese mother and African-American father, who faced nationwide criticism over her roots. Some internet celebrities, such as blogger Nina, whose mother is from Beijing and her father is from Guinea-Bissau, are slowly changing perceptions among the younger generation, but progress is still slow.
Beauty standards in China have diversified slightly over the past few years, with fair skin no longer being the ideal, but Zhang says it’s hard to find people with a truly open-minded attitude in a predominantly homogenous society. “Tanned skin may be acceptable, but being black is still not,” she says.
Inner Circle’s McInnis believes the trend will impact beauty standards and perceptions of identity among young people in China.
“This trend is an example of how beauty standards and identity are constantly being reinterpreted among young people in China by blending traditional values with global influences,” he says. “It represents a form of cultural hybridization, with young people navigating dual identities. Social media allows young people to project these blended personas, fostering a more inclusive and diverse view of beauty that is in line with global aspirations.”
According to experts, the mixed-race beauty trend is having a major impact on young people in China’s perception of beauty and identity.
“This trend is part of a broader trend of promoting white supremacy, which I don’t think is very healthy,” said Jean, the cultural analyst. “It reinforces racial hierarchies.”
Alongside mixed race beauty trends, there is a set of aspirations associated with looking white, such as adopting “white food.”“, “dry lunch,” and the athleisure-wearing, Stanley mug-toting “white woman” aesthetic.
Jiang argues that these trends are often adopted without a lack of cultural awareness and consideration of their wider implications. “Even if there is awareness, it is of little use in a mono-ethnic country unless it is political,” he adds.
Laura Tan, Asia Pacific social media director at e-commerce insights agency WPIC Marketing & Technologies, notes that while coloured lenses complement a “Eurasian” look, their popularity also reflects a wider preference for innovative and expressive beauty products.
“Chinese beauty consumers are incredibly creative, using hair color, lenses and different types of makeup to express themselves,” said Tang. This creativity has enabled niche beauty brands that offer bold and vibrant products to have great success in the Chinese market.
After all, the trend of mixed-race beauty is in line with the growth direction of China’s beauty industry.
In April 2024 alone, Douyin’s beauty track sales exceeded RMB 10 billion ($1.43 billion), up 41.5% year-on-year. Skin care items accounted for 70% market share, with sales growing 47% year-on-year. Cosmetics and fragrance sales exceeded RMB 2.5 billion ($357.5 million), making it the highest category with 52% growth year-on-year.
Experts like cultural analyst Jiang believe that while the mixed-race beauty trend is unique, it can coexist with other trends. Guo Chao or “New Chinese Style”, which celebrates China’s cultural pride and traditions.
“These separate beauty and style trends are not mutually exclusive,” she says. “You can wear ‘New Chinese’ fashion and still wear mixed race makeup.”
Inner Chapter’s McInnis adds that the trend for mixed-race beauty reflects China’s present, not its past. “It speaks to an element of cosmopolitanism and ‘choice,’ and spanning different worlds and cultures can be a fluid way for young people to construct their identity,” she says. Olympic skier Gu Ailing, for example, embodies this dual identity by bridging the Eastern and Western worlds.
As China continues to explore evolving standards of beauty, the mixed-race trend highlights the complexities of cultural identity and the continuing influence of historical perceptions of race in China’s rapidly changing society.
Additional reporting by William Zhou.
