Why

Market gap

Chinese women often lack makeup skills; demand for makeup services far outstrips supply.

Poor pay, much idling

Many makeup artists in China work at photography studios with low salary and limited jobs.

Market

29 million

Estimated number of users of on-demand/O2O beauty services in 2016, seen to rise to 124 million by 2018. Makeup, beauty retail is worth hundreds of billions of RMB.

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