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Korean men – the world’s top consumers of grooming products

November 13, 2019

If you love Korea, you may hear at least one time the “Korean male beauty routine”. Male grooming is becoming popular among Korean men and contributes to the expansion of K-pop culture.

Korean men - the world’s top consumers of grooming products
Korean male makeup trend has emerged thanks to the K-pop culture as well as the mass media / Ph: Pexels

The demand is driven by media

Korean male makeup trend has been created a few years ago and is expected to change the global beauty market. According to figures and research, Korea is now the world’s leading country when it comes to grooming product consumption.

One of the main reasons for this booming of Korean male makeup products is the images of men with makeup which is omnipresent on TV and the internet. We can easily see K-pop celebrities appearing with flawless skin and colours on their eyes and lips. Nowadays, it is common for male Korean singers and actors to apply makeup on their full face. However, is Korean male makeup popular off-screen?

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Makeup among male citizens

According to Korean men, a little something to fix the complexion is OK, but eye and lip makeup is a no-no. There is no Korean men applying lipstick or eye makeup. However, they does apply a lightly tinted moisturizer on special occasions, for instance, a blind date for their skin tone to be natural, thus appearing more attractive.

The millennial generation, who are in their 20s and early 30s, will be target consumers of makeup for men market. Male millennials are interested in expressing themselves through their clothes and appearance, which is driving the international grooming industry.

South Korea has notable Korean male beauty standards, which are similar to that of female standards in some aspects, for instance, slim body and clear skin. What K-pop stars present is the image of contracting beauty. It means that a man can be a tough guy and a pretty boy. Playing as both a tough guy and a pretty boy is what makes K-pop stars attractive and famous globally.

Korean male beauty standards normally include:

  • Hair: always is dyed so to stand out

  • Face: sharp jawline (a tough guy), soft features and moist skin (pretty boy)

  • Make up: striking eyes, colour on the lips

  • Abs: hyper-masculine body, defined abs

There is no doubt that Korean male makeup trend has emerged thanks to the K-pop culture as well as the mass media.
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