China’s “lipstick king” is now on the 2021 TIME100 Next list.
Li Jiaqi is “a livestreaming sales powerhouse who has melted hearts with his charismatic – and candid – beauty-product reviews,” said TIME’s Charlie Campbell of the 29-year-old beauty guru who rose to fame because of his silver tongue.
TIME said, “While peers plug luxury items, Li has no problem giving top brands withering reviews – making his recommendations highly coveted.”
Li began posting product reviews online in 2016 before going on to become a memorable face of the livestream market in China. He puts his money where his mouth is, trying on lipsticks and other make-up products in front of thousands of viewers during his shows.
In 2018, Li sold 15,000 lipsticks in just five minutes. The following year he helped drive 145 million dollars in sales on Taobao, China’s largest e-commerce platform, during the Singles’ Day shopping festival – the largest of its kind worldwide.