Body positivity: Why the 'noble face' movement is set to break China's tough beauty rules in 2019

By Sarah Parsons | Published: 21-Nov-2018
Marketing

Beauty empowerment movements have almost become common place in the west, but 'gaojilian' is rising up against beauty ideals and plastic surgery in China

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Body positivity: Why the 'noble face' movement is set to break China's tough beauty rules in 2019
A new wave of make-up artists are challenging Chinese beauty standards (via Instagram / @melilim_fu)

A new wave of make-up artists are challenging Chinese beauty standards (via Instagram / @melilim_fu)

Like it, or not, the Kardashian-Jenner clan has become one of the greatest influences over Western beauty ideals in the past decade.

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    Maybelline New York updates its 35-year-old ‘Maybe she’s born with it’ tagline The L’Oréal-owned make-up brand has revamped its famous tagline, which first debuted in 1991, to reflect the brand’s “next chapter” and how women see beauty today. Sandrine Jolly, Global Brand President of Maybelline New York, reveals the new tagline and campaign with Miley Cyrus below
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