This educational case focuses on the changing market for male beauty products in China. The "flower boys" representing the image of gentle masculinity have gained wide popularity among post-90 generations in China. This phenomenon wich challenges the nom of male beauty and changes the public attitude towards unconventional practices has a significant impact not only on society but also on the business world. In order to seize the new opportunities, companies need to adapt to the market in terms of product creation, communication and distribution. At the same time, they must be aware of social and political constraints.