In the male-dominated society of South Korea, men who apply makeup every morning are becoming as commonplace as American men shaving their faces.
South Korea’s largest cosmetics company, Amorepacific, expects to sell more than $885 million in men’s cosmetics this year. Last year, the average Seoul man spent $26 on skincare, making up more than one-fifth of global sales. It is now the largest market for men’s skincare in the world, according to the Associated Press.
Men in South Korea wear makeup for an edge in a competitive job marketplace and to satisfy the changing expectations of Korean women, many of whom expect men to spend as much time on grooming as they do.
“Having a clean, neat face makes you look sophisticated and creates an image that you can handle yourself well,” 24-year-old college student Cho Won-hyuk told the AP.
by A + E