Austin Li once sold 15,000 lipsticks in just five minutes, attracted an audience of more than 36 million, and garnered more than US$145 million in sales through a five-minute product feature livestream on Taobao during 11.11, China’s biggest annual day for online shopping. The so-called King of Lipstick, who has 100 million followers on social media, has become synonymous with live streaming in China and is expanding to cover skincare, too.