I just read this, but I still can’t believe it. Supposedly, the fierce competition for jobs is what’s making their men turn to makeup.
South Korean men spent $495.5 million on skincare last year, accounting for nearly 21 percent of global sales, according to global market research firm Euromonitor International. That makes it the largest market for men’s skincare in the world, even though there are only about 19 million men in South Korea. Amorepacific, South Korea’s biggest cosmetics company, estimates the total sales of men’s cosmetics in South Korea this year will be more than $885 million.
Evidence of this new direction in South Korean masculinity is easy to find. In a crowded Seoul cafe, a young woman takes some lipstick out of her purse and casually applies it to her male companion’s lips as they talk. At an upscale apartment building, a male security guard watches the lobby from behind a layer of makeup. Korean Air holds annual male makeup classes for its staff at Incheon International Airport.
“I can understand why girls don’t like to go outside without makeup — it makes a big difference,” said Cho Gil-nam, a tall, stocky 27-year-old insurance fraud investigator in Seoul who starts important days by dabbing on makeup after finishing his multistep morning cleansing and moisturizing routine. He carries a multicolored cosmetics pouch so he can touch up in public bathrooms throughout the day.