The beauty industry is big business around the world. And it's not just women who are driving the market. Young MALES are becoming more of a force. And that's especially true in China. CGTN's Frances Kuo has more.

This is a daily routine for Gong Rongjun.

GONG RONGJUN SKINCARE PRODUCT CONSUMER "I spend 20 to 30 percent of my monthly income on skincare products. I might suddenly find a new product I like and decide to give it a try."

He orders products online after trying samples in stores.

HUANG HAIYING VICE PRESIDENT, VIPSHOP "Younger people pay more attention to new products, celebrity products and niche brands made by independent designers. Talking about the quality of the products has become a way of connecting and deciding what to buy."

Rongjun is among those changing the face of the beauty industry. He represents a growing market for companies - young male consumers. According to consulting firm Euromonitor, the Asia pacific is the highest market for growth. Chinese business is expected to reach 288 million dollars next year. That's twice as fast as the rate worldwide. Experts attribute the trend to China's growing generation of wealthy young people. And the softening stigma about well-groomed men. The demand is not just in skin maintenance. But make-up.

French cosmetics giant - L'Oreal Paris - has capitalized on the shift. It hired Chinese actor and singer Kris Wu to tout its "men expert" line of moisturizers and cleansers. He's part of a popular wave of young, good-looking male celebrities of the K-pop generation. Flaunting a feminine aesthetic. L'Oreal has also sought help from the Alibaba innovation center to find out what men want in their beauty routine. And clearly, it's more of the products traditionally reserved for women. Frances Kuo, CGTN.