Li Jiaqi, is known and famous for being a Chinese streamer, social media influencer, and entrepreneur focusing on beauty and cosmetics. He is often referred to as the “Lipstick King” . Li is known for the large volume of sales his streams generate. Li Jiaqi is also known in English as Austin Li
Talking about the homeland of this social media influencer, it is known that Li was born in Yueyang, Hunan province. Li attended Nanchang University, studying dance, but left before earning his degree.
Li began his career as a L’Oréal shop assistant in Nanchang, Jiangxi province. Li began streaming on Taobao in 2017, and by the end of the year had earned an estimated $1.53 million.
Li gained fame for his marathon streams, wherein he would apply several hundred different brands of lipstick to his lips over the course of several hours. (As of 2018, Li holds the Guinness World Record for most lipstick applications within 30 seconds — four.) On Singles’ Day in 2021, Li’s 12-hour livestream on Taobao generated $1.7 billion in collective sales. During one livestream, he sold 15,000 lipsticks in the space of five minutes in a competition against Alibaba CEO Jack Ma.
Li’s streams are noted for his florid descriptions of products and his colorful wording and catchphrases. He states his time at the L’Oréal shop allowed him to hone his ability to describe beauty products, and is noted for using terminology like “a color that is tender like water” and “crystal-like stars”. A signature catchphrase of his is “OMG sisters, buy this!” for products he is particularly fond of.
By May 2022, he had over 37 million followers on TikTok and seven million on Sina Weibo, earning an estimated $10–20 million per month.
Li is known to keep details of his personal life to himself. Li has five Bichons Frises, who are also managed under the pet lifestyle brand Never’s Family.
Li lives in Shanghai. In 2020, he obtained a Shanghai hukou under a city government program designed to attract skilled residents.
In a 12-hour-livestream on Wednesday kicking off Alibaba’s Singles Day Shopping Festival on its Taobao app, Austin Li Jiaqi — widely known as “Lipstick King” — moved 10.7 billion Chinese yuan ($1.7 billion) worth of products reported China’s Economic Daily newspaper. Alibaba does not typically release sales numbers, but CED cited data from third-party data analysis company Hongren Dianji.
Products sold range from Shiseido skincare to Apple’s AirPods, according to Bloomberg. Li said on his Weibo microblog account that he clocked 250 million views for the event.