South Korean men have long embraced beauty products deemed unmarketable to their Western counterparts. Over the past decade, they have become the world’s biggest male spenders on skincare, a market that grew by 44% in the country between 2011 and 2017, according to Euromonitor.
.Additionally, about three quarters of South Korean men undertake a beauty or grooming treatment (from salon hair treatments to at-home facials) at least once a week, according to a recent survey by GlobalData.
South Korean men have long embraced beauty products deemed unmarketble to their Western counterparts.
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This figure is even higher for Generation Z respondents, with 58% of those born after 2000 saying they pamper themselves with “lengthy” beauty or grooming treatments at least once per week, compared to 34% of South Korean men overall.
This phenomenon can be explained in part by the influence of K-pop, according to Roald Maliangkay, director of the Korea Institute at The Australian National University.
