‘Facekini’ Fashion Sweeps Chinese Beaches
Forget tanning: Chinese beachgoers are embracing the “facekini,” a full-face hood designed to block UV rays. This quirky accessory highlights a cultural preference for pale skin, challenging Western beauty standards amid booming domestic tourism.
Golden Weeks Spark Tourism Boom
Since 1999, China’s tourism sector has exploded, particularly during “Golden Weeks,” three annual holiday periods. These mass excursions see over 400 million people traveling, marking the largest movement of vacationers globally.
The Pale Complexion Ideal
The facekini is more than just sun protection; it reflects a deep-seated desire for fair skin, seen as a marker of beauty and social standing. One tourist explained, “My skin would get red and it could hurt.”
Another added, “I want to avoid having tanning spots. It’s really ugly. I would no longer dare to be in front of people.”
Exploding Market for Sun Protection
The facekini market is booming, with sales jumping over 30% in one year. Brands are now specializing in these hoods, offering trendier and more practical designs. Beyond facekinis, other sun-protective gear includes hooded jackets, wraparound sunglasses, and masks with openings for drinking.
This trend aligns with findings that the global sun care products market is projected to reach $17.34 billion by 2029, highlighting the increasing emphasis on sun protection worldwide (Fortune Business Insights 2024).
Divided Opinions on the Aesthetic
While popular, the facekini look isn’t universally admired. One vacationer commented, “It looks like a skull… Maybe it protects the sun well, but I find that this mask is scary.”
A saleswoman explained the beauty standard: “In China, the standard of beauty is to have a white complexion. As the proverb says: ‘Having a white complexion removes three big physical defects’. You just have to be white to be beautiful.”
Ultimately, China’s beach fashion underscores how cultural values shape vastly different beauty trends compared to other parts of the world.
