This chapter focuses on young Chinese women’s early engagement in beauty practices, which illustrates the normalisation of beauty practices within a Chinese context. When these young women were in high school, they were expected to focus solely on their studies and not engage with beauty practices which are reinforced by school policy. However, they develop a strong motivation to engage in beauty practices at university due to changing social expectations and a personal desire to find a boyfriend. They expressed their desire to enter a heterosexual relationship, leading to them trying to fit into heteronormative beauty standards. This research also found that these young women engage in beauty practices to avoid the social stigma associated with makeup-free (素颜). They therefore wear makeup to avoid being perceived as ‘looking sickly’, ‘being lazy’, or ‘being disrespectful to others’. As a result, most participants feel a moral obligation to wear makeup daily. The participants’ narratives can be perceived as the local dominant discourses, which reflect Confucian and Maoist values. These findings reveal a complex situation where local value systems integrate with neoliberalism and postfeminism in China that contribute to the construction of young Chinese women’s attitudes regarding beauty practices.