South Korean Men Lead In Global Consumption Of Male Cosmetics

Men in South Korea use 13 grooming products on average a month, according to a survey. According to market research firm Euromonitor, the local male skincare market doubled in value from 2009 to 2014. With South Korean men as the world’s leading consumers of male cosmetics per capita, it is no wonder that almost all of the country’s big beauty brands have men’s lines. At first glance, the country’s growing market for male cosmetics is contradictory to South Korea’s socially conservative culture. In fact, many men are reluctant to go beyond moisturizing their skin. It is, however, during the country’s compulsory two-year military service that many men have their first experience using makeup products, such as camouflage face-paint kits and moisturizers.