On a Tuesday night in July in Beijing, Melilim Fu, a Chinese beauty blogger, was ready to go live with her bare face.

With some help from her video producer boyfriend, Elijah Whaley, who also happens to be a KOL (key opinion leader, 网红 wǎnghóng in Chinese) marketer, Fu set up the camera in the apartment studio, grabbed her palettes and brushes, and tidied up her hair with a white headband. She was ready to give her followers a live tutorial on how to recreate Sarah Snyder’s look.

“Note that Sarah’s eyes are bright and clear like a deer’s,” Fu told her audience during the live stream on Meipai, a major video streaming platform in China. “So we aim to go light on makeup around the eyes,” added the 26-year-old social media influencer. During the live show, she was joined by her American boyfriend “to naturally weave in some more talking points.”

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Timmy Shen

Timmy Shen is a technology reporter based in Beijing. He's passionate about photography, education, food and all things tech. Send tips and feedback to timmyshen@technode.com or follow him on twitter at...