Do South Korean Men Spend As Much On Makeup As The Women

Business

This was published 5 years ago

Southward Korean men are wearing make-upwards and information technology's serious business

By Patrick Hatch

Updated January 16, 2017 — vii.15am

Fit, well clean-cut and impeccably dressed, Heo Jeong-nam comes beyond every inch the mod South Korean man.

But looking this practiced isn't easy. The 26-year-old follows a rigorous skin care regime involving cleansers and moisturiser, and always wears sunscreen to protect his face from damaging UV rays.

Heo Jeong-nam started wearing make-up three years ago and hasn't looked back. — Heo Jeong-nam started wearing make-up three years agone and hasn't looked dorsum. Credit:Patrick Hatch

And, like a growing number of his countrymen, he has discovered the secret to a flawless and evenly toned complexion: make-up.

"I want to impress women and I don't think I could appointment a woman I like without wearing make-up," he told Fairfax Media on a recent visit to Yonsei University in Seoul. "It's easier to find a girl, with confidence."

Pop singer Psy is the most well-known member of the "K-Wave", which has spread South Korean popular culture - and products - around the world. — Pop singer Psy is the almost well-known member of the "K-Wave", which has spread S Korean popular culture - and products - around the earth. Credit:Marco Del Grande

Many Australian men would baulk at the idea, but in Republic of korea, wearing brand-upward is becoming mainstream.

Sales of men's skin care products grew 86 per cent in the v years to 2015 to average $39 for every South Korean man yearly, according to enquiry firm Euromonitor. That makes them the biggest preeners on the planet, far outspending Australian men, who spent $3.30 each.

Cosmetic to the corps

Mr Heo said he started to worry near his complexion during his 2-year national service in the army, when long days outdoors left his skin tanned and rough. (This experience is so common that i cosmetics brand makes its own SPF50 military camouflage, which is gentler than the regular army-issued gunk.)

For the past iii years Mr Heo has used BB foam, a pop all-in-i product combining primer, foundation and sunscreen.

Back Do-hyun said wearing make-up gave him confidence. — Back Do-hyun said wearing make-up gave him conviction. Credit:Patrick Hatch

"Celebrities, especially famous male celebrities, wear a lot of make-upward, and so I'm OK with putting information technology on," said Mr Heo, who works in recruitment. "I nevertheless feel manly."

South Korea is said to take the highest per-capita rate of cosmetic surgery in the world and is a lucrative marketplace for cosmetics companies.

Domestic giants like AmorePacific are investing heavily in innovation to stay ahead of the contest: it spent $123 million on research and development terminal year.

Hajin Jung leads a team at AmorePacific's 500-person enquiry facility in Seoul, and said the company was fine-tuning products to make them more suitable for male customers.

"Men are kind of afraid of the impression that if you lot put on make-up, it is visible. And then we piece of work on products that have a natural look," she said.

Export growth

Other innovations include foundation that comes out of its tube a masculine bluish colour and only turns into a powdery pink paste when rubbed into 1's skin.

South korea has grown to become the world's sixth-largest exporter of cosmetics, with foreign sales more than quadrupling between 2009 and 2015 to be worth $US1.59 billion.

Driving that is the phenomenal spread of popular Korean civilisation, known as the "Chiliad-Wave", which has propelled pop stars and actors – and their endorsed products – onto the global stage.

A 5th of AmorePacific's sales now comes from outside Korea, but it's yet to push male products onto the international market.

Law pupil Dorsum Do-hyun, 25, sees another reason more men will exist joining him in wearing make-up every 24-hour interval: Republic of korea's faltering economy. Youth unemployment hitting tape highs concluding year, and he thinks men at present need to put as much attempt into their advent as was traditionally expected of women if they are to get ahead.

"When you get a job interview, you need to look dainty," he said on his way to form, peel smoothed with foundation.

"I want to brand a good impression and want to be more handsome. Foundation covers my flaws and makes me look more than natural, so I've got more confidence."

The reporter travelled every bit a guest of the South Korean regime