Male skincare in South Korea

South Korea is the world’s 10^th largest beauty market*, whilst men in South Korea spend more on skincare per person than their peers anywhere else in the world**. Driven by cultural norms and societal expectations, the segment is also boosted by the phenomenal marketing creativity of Korean brands.

Culture and society

Confucian values associate a well-groomed appearance with professionalism but also success and respect. In South Korea, men’s skincare is normalised and men are indeed encouraged to adopt comprehensive skincare routines from hydration to gentle exfoliation and double cleansing.

With the influence of K-pop idols, actors, as well as influencers, projecting a flawless, youthful aesthetic male skincare is a must. Celebrities in South Korea, from Song Hye Kyo, a notable ambassador for Laneige and Sulwhasoo and Park Seo Joon, who is known for promoting brands like TIRTIR regularly endorse skincare and makeup products, making it socially acceptable for men.

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