The male following of beauty KOLs (or key opinion leaders, as influencers are known in China) has reached 185 million, according to a recently-released male consumption insight report from QuestMobile, as reported by Sina Finance.

Men aged 25 to 30 were the most likely to follow beauty KOLs and make up over 25 percent of the total male audience for these influencers.

The beauty-related topics that interest Chinese men most included removing under-eye bags, treatments for acne and hair transplants.