- Chinese beauty standards tend to prize fair skin, large eyes, a high nose bridge, and a small, V-shaped face.
- Netizens sort faces into types such as the 初恋脸 (chūliànliǎn, first love face), 鲶鱼脸 (niányúliǎn, catfish face), and 鹅蛋脸 (édànliǎn, goose egg face).
- Viral body-image challenges have promoted extreme thinness and drawn heavy criticism for encouraging unhealthy ideals.
- Cosmetic surgery has grown rapidly in China, influenced strongly by South Korea and K-pop culture.
- Beauty standards for men increasingly mirror those for women, and male skincare is now a major market.
How much do you really know about standards of beauty in China? Some ideals have stayed remarkably consistent since ancient times, while others have shifted quickly in the modern era.
This guide explores Chinese beauty standards in depth, from plastic surgery and skincare to the different “face types” recognized online. Along the way, it looks at the often unhealthy ideas about body image that circulate in China today.
If you plan to Learn Chinese in China, understanding cultural ideas like these can make everyday conversations, social media, and pop culture far easier to follow. Beauty is a topic that comes up constantly, so a little background goes a long way.
01 The faces of beauty
Big eyes, a “tall” nose, a small frame, and a fair complexion: for both men and women, these are the features most associated with Chinese beauty standards.
Historically, a small face with a pointed chin has been the mark of beauty for many Chinese women. Today, those features have been sorted into a range of “face types,” some prized and some considered less than ideal.
These labels come from Chinese netizens, whose ever-evolving internet slang regularly produces fresh ways to describe faces and bodies. Below are some of the main face types they have popularized.
First love face (初恋脸, chūliànliǎn)
Perhaps the most beloved of the Chinese face types, the “first love face” is meant to evoke purity and innocence.
The overall shape stays close to an egg or melon seed, but the emphasis is on a “girl next door” look. That means large almond eyes, modest double eyelids, thick natural brows, soft lips, and a youthful appearance, usually paired with light makeup.
Celebrities often cited as examples include Tan Songyun (谭松韵) and Mao Xiaotong (毛晓彤).
Catfish face (鲶鱼脸, niányúliǎn)
The image of a catfish may not sound flattering, yet this is considered one of the most alluring face types.
It features a large mouth, fuller lips, wide-set eyes, and a softer, more “collapsed” nose bridge. Although these traits run against China’s general beauty standards, the combination is read as classy and sultry.
Shu Qi (舒淇) and Ni Ni (倪妮) are frequently named as examples.
Fox face (狐狸脸, húlíliǎn)
As the name suggests, the fox face is built around “foxy” features. Think upswept eyes, an “M”-shaped upper lip, and a sharper, more angular curve to the mouth and eyes.
The brows and eyes sit almost obliquely parallel and slightly pointed. Fan Bingbing (范冰冰) and Jenny Zhang (张嘉倪) are often cited as examples.
Goose egg face (鹅蛋脸, édànliǎn)
Sometimes called a melon seed face (瓜子脸, guāzǐliǎn), this is the traditional symbol of beauty in China.
It is a small face with a soft, slightly pointed chin and gently rounded cheekbones. The oval, fuller curve resembles a melon seed or egg.
Frog face (青蛙脸, qīngwāliǎn)
Frog face usually lands in the less-flattering category. Even so, some people read it as “cute” and find its supposed flaws endearing.
The hallmarks are big, protruding eyes, wide double eyelids, a large mouth, and a short chin. Actresses Jing Tian (景甜) and Xin Zhilei (辛芷蕾) are often given as examples.
Shoe horn face (鞋拔子脸, xiébázǐliǎn)
As the name hints, this face type is considered very unattractive. It combines a large, outward-curving chin with a flatter nose.
Large chins are generally seen as unflattering in China, which is one reason chin-shaving surgery is popular (more on that below). Still, some netizens think the side profile resembles a crescent moon, giving it a quirky charm of its own.
02 Skincare
Fair skin has long symbolized beauty in China and across much of Asia. On a sunny day you will see women, and plenty of men, carrying umbrellas to shield themselves from the sun.
Tanning has never caught on as a trend. The whiter the skin, the better it is generally considered to be.
Popular skincare products in China
Good skin overall is treated as essential, and that demand has fueled a booming skincare industry. Chinese consumers often favor foreign brands, especially those from South Korea and Japan.
The influence of the Korean multi-step routine has driven a wave of products such as sheet masks, toners, serums, essences, and brightening creams. If you want to go deeper, our guide to Chinese skincare breaks down the routines and products in more detail.
03 Body image
Big curves are not the ideal here: many Chinese women aspire to look very thin and dainty. Long, slender legs and a small waist are especially prized.
Over the years, netizens have taken part in several bizarre, arguably unhealthy viral challenges meant to “prove” thinness. Here are a few of the best known.
Collarbone challenge (锁骨挑战, suǒgǔ tiǎozhàn)
How many coins can you balance on your collarbone? The more, the better, according to a challenge that emerged on Weibo in 2015.
The idea was that thinner people have more pronounced collarbones, so women posted photos balancing coins on theirs. Many joined in to mock it, posting pictures with chocolates, phones, and even beer cans instead.
A4 waist challenge (A4腰, A4 yāo)
This challenge involved posing with a sheet of A4 paper. If the paper could hide your waist, you were considered slim enough to have the “ideal” figure.
iPhone 6 challenge (“iPhone腿”挑战, “iPhone tuǐ” tiǎozhàn)
To pass the iPhone leg or “苹果腿” (píngguǒ tuǐ, apple leg) challenge, you had to cover the width of both knees with an iPhone 6. The Plus models did not count, and neither did an iPad.
Belly button challenge (反手摸肚脐挑战, fǎnshǒu mō dùqí tiǎozhàn)
The concept mirrors the A4 paper challenge. Can you reach behind your back and touch your belly button?
If so, the joke goes, you have a good figure and have cracked the code of eternal beauty. In reality, these challenges have been widely criticized as a form of body shaming that can encourage unhealthy eating habits and body dysmorphia.
These pressures sit within a broader conversation about Chinese society and the expectations it places on appearance, especially for young women.
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04 The rise of cosmetic surgery
As of 2018, China’s plastic surgery market was estimated at 495 billion CNY (around 70 billion USD). With more disposable income than ever, growing numbers of Chinese women and men are choosing cosmetic procedures.
The reasons vary, but the steady rise is largely tied to the factors below.
South Korea and the K-pop influence
South Korea has the world’s highest rate of plastic surgery per capita, and Korean culture has strongly shaped beauty norms across East Asia.
With skilled surgeons and competitive prices, South Korea has become a global plastic surgery hub, drawing millions of Chinese visitors on surgery travel packages. By some estimates, around seven in ten foreign patients in South Korea come from China.
Common procedures include blepharoplasty (double-eyelid surgery), rhinoplasty (nose jobs), mentoplasty (chin reshaping), and glutathione injections that lighten skin tone.
Better career and marriage prospects
More and more jobs ask for photos during hiring, and resumes in China often include one. Many employers openly factor in looks, alongside gender and age.
Improving your appearance is therefore seen as a way to boost job prospects, so surgery is often framed as an investment rather than vanity. Better looks are also thought to widen options in the dating pool, which ties into broader conversations about dating in China.
Social media and selfie culture
In the West, Instagram and editing apps like FaceTune are criticized for promoting unrealistic beauty standards. The same is true on Chinese platforms.
Thanks to “beauty apps” such as Meitu (美图, měitú), Pitu (天天P图, tiāntiān P tú), and Camera 360 (相机360, xiàngjī 360), unfiltered photos are now rare on the Chinese internet. This filtered world is part of the wider story of social media in China.
Many filters follow the same beauty standards described above: they automatically enlarge the eyes, slim the face, sharpen the chin, and whiten the skin.
05 What about the men?
Beauty standards for men are slightly different but largely overlap with those for women. Fair skin, a high nose bridge, big eyes, and good height top the list of desirable traits.
Good skin matters a great deal for men too. China’s male skincare industry is huge, worth roughly 16 billion CNY (2.5 billion USD), with sales volume rising nearly 20% over the past decade.
Here too, South Korean influence is strong, as Korean men are far more open about using skincare and makeup products.
06 The future of beauty
As technology advances, more beauty apps are likely to flood the market. Constant exposure to largely unattainable ideals reshapes our perceptions of beauty on a deep level.
China’s selfie culture, growing middle class, and strong desire to fit the mold have all fueled the rapid growth of its cosmetic industry. Beauty, in short, has become big business.
07 Useful Chinese beauty vocabulary
The following terms will help you understand beauty references in articles, social media, and everyday conversations in China.
| Chinese | Pinyin | Meaning |
|---|---|---|
| 审美 | Aesthetic; sense of beauty | |
| 瓜子脸 | Melon-seed (oval) face | |
| 双眼皮 | Double eyelids | |
| 高鼻梁 | High nose bridge | |
| 白皙 | Fair, pale (skin) | |
| 美白 | Skin whitening; brightening | |
| 整容 | Plastic surgery; cosmetic surgery | |
| 锁骨 | Collarbone | |
| 自拍 | Selfie | |
| 滤镜 | (Photo) filter | |
| 网红 | Internet celebrity; influencer | |
| 网友 | Netizen; internet user |
08 FAQ
What are the main beauty standards in China?
Common ideals include fair skin, large eyes, a high nose bridge, and a small, slightly pointed “V-shaped” face. These traits apply, with small variations, to both women and men.
What is a “goose egg face”?
The goose egg face (鹅蛋脸, édànliǎn), also called a melon seed face, is the traditional symbol of beauty in China. It refers to a small, oval face with a soft chin and gently rounded cheekbones.
Why is fair skin valued so highly in China?
Fair skin has long been associated with beauty across much of East Asia. As a result, sun protection such as umbrellas and whitening products is extremely common.
How large is China’s cosmetic surgery market?
As of 2018, it was estimated at around 495 billion CNY (roughly 70 billion USD). Growth has been driven in part by South Korean influence and rising disposable income.
Do beauty standards in China apply to men too?
Yes. Men face largely similar ideals, and the male skincare market alone is worth billions, with sales rising steadily over the past decade.
09 Final thoughts
Some beauty ideals in China hold steady for years, while others shift constantly. Chasing these often unrealistic standards is rarely healthy, but understanding them offers real insight into Chinese culture.
If you want to keep exploring modern Chinese life, our guides to Chinese songs and Chinese TV shows are a fun way to build both cultural fluency and Mandarin skills.