Li Jiaqi

Li Jiaqi, known internationally as Austin Li, is a Chinese livestreamer, beauty influencer, and entrepreneur who turned online shopping into a spectator sport. Nicknamed the "Lipstick King," he became the face of China's live-commerce boom, selling cosmetics through high-energy Taobao Live streams that drew millions of viewers. His 2019 breakthrough, when he sold 15,000 lipsticks in five minutes, made him a household name and the most profitable beauty salesman in the country.

Today, Li is a brand empire. He co-founded his own beauty line, expanded into entertainment with variety show appearances, and commands over 30 million followers across platforms. His streams regularly generate billions in sales, including a record-breaking 12-hour session in October 2021 that moved $1.7 billion worth of products. Fans trust his expertise and charisma, treating his recommendations as gospel. Despite controversies that briefly sidelined him, Li remains a central figure in Chinese e-commerce, though the industry has begun shifting away from influencer-led sales as brands build their own livestream operations. [edit]

Li Jiaqi's path to stardom began behind a cosmetics counter. After training as a dancer in his youth, he pivoted to beauty, working as a makeup artist and beauty adviser for L'Oréal. Those years in brick-and-mortar retail gave him deep product knowledge and the charismatic sales skills that would later define his livestreams.

In 2017, Li took a chance on livestreaming, joining Taobao Live, Alibaba's e-commerce platform. His early streams were energetic, authentic makeup demonstrations, with a focus on lipstick applications that viewers found mesmerizing. He would test dozens of shades on his own lips, offering candid, unfiltered opinions. This genuine approach stood out in a sea of scripted sales pitches.

His big break came when clips of his lipstick demos began circulating widely on social media. Viewers were captivated by his ability to make products sell out within minutes of his recommendation. By 2019, his streams were attracting huge audiences, and his reputation as the "Lipstick King" was born. The transition from counter clerk to internet sensation was swift, but it was built on years of hands-on expertise and an intuitive understanding of what shoppers wanted to see. [edit]

Li Jiaqi's career exploded in 2019. That year, he reportedly sold 15,000 lipsticks in five minutes during a livestream, a feat that made headlines and cemented his "Lipstick King" title. His influence quickly extended beyond sales; he appeared on variety shows and starred in a documentary about his life. By March 2020, he had raised more than US$145 million in sales on a single Singles' Day, establishing himself as China's most profitable beauty salesman.

In October 2021, Li achieved a staggering milestone: he sold 10.7 billion Chinese yuan (approximately US$1.7 billion) worth of products in just 12 hours during an advance sales livestream for Singles' Day. The figure stunned global observers and underscored his dominance in live-commerce.

His trajectory hit turbulence in June 2022. During a livestream, he presented an ice-cream cake that viewers said resembled a tank, on the eve of the anniversary of the Tiananmen Square crackdown. Chinese censors cut the stream and Li disappeared for over three months. He returned on September 20, 2022, just in time for the Singles' Day shopping season, but the incident had already shaken his image.

A year later, in September 2023, Li sparked another controversy when he mocked fans who complained about product prices, asking if they had "worked hard enough." The outburst triggered a massive backlash and a tearful apology. By 2026, industry analysts describe a "post-Austin Li era" as beauty brands shift away from influencer-led sales to build internal livestream operations, reducing their reliance on individual stars. [edit]

Li Jiaqi's public persona is a study in contrasts. On camera, he is high-energy, charismatic, and expert-driven, blending product reviews with conversational banter that makes shopping feel like entertainment. He commands a crowd with ease, and his visible enthusiasm for products builds intense viewer trust. His catchphrases and animated reactions became his signature, turning him into a beloved figure in Chinese pop culture.

Off camera, he presents himself as humble and hardworking, often emphasizing his journey from behind a counter. However, his 2023 price-comment outburst shattered that everyman image. When he questioned whether fans complaining about prices had "worked hard enough," it was seen as a betrayal of the very audience that made him. The media narrative shifted from pioneer to cautionary tale, highlighting the fragility of influencer fame.

Despite the controversies, Li's fandom remains substantial. His followers, who tune in for his livestreams, treat his recommendations as gospel. They appreciate his authenticity, even if his gaffes have tested their loyalty. No official fandom name exists, but his viewers are fiercely devoted, a testament to the connection he forged during his rise. [edit]

Li Jiaqi's fanbase is less a traditional fandom and more a vast, algorithmically organized consumer army. They gather not in fan clubs but in the live-chat of his Taobao Live streams, where millions tune in for his high-energy product reviews and his signature catchphrase, 'Oh my god, buy it!' There is no formal fandom name; his followers are simply known as fans of the 'Lipstick King,' a moniker that serves as a shared identity. Their loyalty is measured in purchasing power: during the 2021 Singles' Day pre-sale, his fans collectively spent $1.7 billion in a single 12-hour session, a record that stunned the e-commerce world. They have also shown solidarity in times of crisis, rallying behind his mask donations to Wuhan during the early pandemic.

But the relationship has not been without rupture. In September 2024, a disparaging remark about fans' work ethic triggered a massive backlash, and his tearful apology on livestream marked a turning point in his career. Despite this, his fanbase remains a formidable force in China's live-commerce landscape.

As of August 2026, iFANN's Global Fame Engine has evaluated Li Jiaqi but he currently holds no placement in the published rankings, neither in the Global Top 1,000 nor in any Top-100 scope list. His fame, while immense in the Chinese-speaking world, has not translated into a global ranking placement.[edit]

Li Jiaqi was trained as a dancer before entering the beauty industry, a background that contributes to his graceful, commanding presence on camera. He famously wears no makeup when offline, contrasting sharply with his polished on-camera persona. His record-breaking October 2021 stream sold $1.7 billion in goods in 12 hours, a figure that surpassed the annual revenue of many mid-sized companies. During his June 2022 censorship, millions of young Chinese fans searched for why their favorite influencer had vanished, inadvertently introducing many to the Tiananmen Square massacre for the first time. Li has stated that he tests every lipstick on his own lips during streams, often trying dozens of shades in a single session.

A legend that fans still retell is the 'tank cake' incident of June 2022, when a cake shaped like a tank appeared on screen during a livestream, leading to an abrupt broadcast cut and his mysterious disappearance for nearly four months. The censorship backfired spectacularly, as millions learned about the Tiananmen Square massacre precisely because of the government's heavy-handed response. Another iconic moment is his 2024 outburst, when he snapped at a fan complaining about prices, saying something like 'It's not that the product is expensive, it's that you haven't been working hard.' The backlash was swift, and his tearful apology became a viral moment that marked a turning point in his career.[edit]

Li Jiaqi is intensely private about his family. No credible sources confirm the names or occupations of his parents, nor does he have any publicly known siblings. He has not shared details about a spouse or children, and no verified information about his household exists. What is known is that his early career was shaped by a move from dance to beauty, but the people who influenced him personally remain out of the public eye. He has occasionally mentioned his grandmother in interviews, but specifics are scarce. His focus has consistently been on his professional life, and he has kept his personal relationships largely hidden from the media. [edit]

Li Jiaqi's most significant professional association is with L'Oréal, his former employer, where he honed his skills as a beauty adviser. His career is also closely tied to Taobao Live and Alibaba, the platform that hosted his record-breaking streams. He has collaborated with numerous beauty and fashion brands, though specific names are not consistently documented. His influence has made him a sought-after partner for companies looking to tap into China's live-commerce market. [edit]

Li Jiaqi has never publicly confirmed a romantic relationship. Throughout his career, he has kept his personal life intensely private, and no credible sources have linked him to any partner. He has not been married, engaged, or publicly dated anyone as of 2026. His relationship status remains unknown, and he has no publicly known children. Given his focus on his career and the intense scrutiny of his public life, it is possible he chooses to keep his personal relationships out of the spotlight. There is no evidence of any dating history, and any rumors have not been substantiated by reliable reporting. [edit]

As of 2026, iFANN currently estimates Li Jiaqi's net worth at around $500 million. This figure is based on his extraordinary sales commissions, brand endorsements, and business ventures. His income sources are diverse: he earns a commission on every product sold through his livestreams, which have generated billions in revenue. In October 2021 alone, he sold $1.7 billion worth of goods in 12 hours, a figure that likely translated into tens of millions in personal earnings. Beyond streaming, Li has co-founded his own beauty brand, which has become a significant revenue stream. He also earns from appearance fees, variety show appearances, and endorsement deals with major fashion houses. His wealth has grown steadily since his 2019 breakthrough, when he was already described as a millionaire. In 2020, his Singles' Day sales topped $145 million, and by 2021 he was generating over $1 billion in a single day. These figures underscore his earning power. While his net worth is not publicly documented by traditional celebrity net worth sites, the scale of his sales and business activities supports the $500 million estimate. Li's financial trajectory has been impacted by his 2022 censorship and 2023 controversy, but he has maintained his relevance and continued to generate substantial income. His investments in startups and real estate further diversify his portfolio, ensuring his wealth remains robust.[edit]