Men in South Korea spend more on skincare per person than men anywhere else in the world.*
Male skincare in South Korea
South Korea is the world’s 10th 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.
Let’s find out more…
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.
Market and Industry Innovations
As a global leader in the skincare industry, South Korea is known for its advanced research and development and continuously innovates with progressive formulations, multi-functional products, and high-performance ingredients tailored to diverse skin concerns. According to Euromonitor International, the top five skincare concerns for men in South Korea are blemishes/ acne prone, followed by wrinkles, fine lines, acne pits and finally, blackheads.
From oil-controlling moisturizers to brightening serums, and lightweight sunscreens that suit male skin, which is generally thicker and more prone to excess sebum production, brands in Korea cater specifically to men by offering gender-targeted solutions.
The plethora of specialized products, combined with powerful marketing campaigns has powered sales of skincare among South Korean men. In fact, as the world’s foremost consumers per-capita of skincare products, Korean men spend four times more than Denmark, which is in second-place, according to Euromonitor International.
A daily skincare routine
Around the world, male skincare routines are often minimal. But in South Korea, men typically follow multi-step regimens. The routine incorporates cleansers, toners, serums, essences, moisturizers, and sunscreens. Sheet masks and anti-ageing treatments are also in regular use. Interestingly, these routines are instilled from a young age, which means that skincare is perceived as a necessary part of daily life rather than an occasional luxury.
The impact of technology and retail experience
E-commerce as well as tech-driven beauty solutions have also played a major part in Korean men’s increased spending on skincare. From AI-driven skin analysis to personalized skincare recommendations, and virtual consultations, men are offered tailored solutions for their skin concerns. Plus, South Korea’s vibrant retail environment enhances the skincare shopping experience. From immersive store layouts to free samples, and in-store skin assessments, skincare is both engaging and accessible to all.
Conclusion
Driven by necessity, K-beauty’s societal impact and aspiration, South Korea has successfully integrated skincare into daily life for men. For personal care creators, this market provides invaluable insights into new product development, unique marketing strategies but also the future of male skincare across the world.
*Source: Euromonitor International
**Source: The BBC
To discover more about the Korean market and its opportunities, visit in-cosmetics Korea in Seoul on 2-4 July 2025.