Doe-eyed girls with slender faces used to be all the rage on the Chinese internet. Not anymore.

The popularity of that look—typically associated with the country’s sizable army of web celebrities or wanghong—is giving way to a trend toward a more sophisticated, more natural concept of beauty among certain segments of Chinese consumers.

The shift is particularly important to those tech companies marketing photo editing apps, such as Meitu, who must roll out new features to sustain their user base and attract new users.

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Runhua Zhao

Runhua Zhao is a technology reporter based in Beijing. Connect with her via email: runhuazhao@technode.com