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K-Beauty and the Booming Men’s Beauty Market

  Edited by Don Kim, KNSUNCLES Inc.

This post provides a concise and engaging overview of the booming men’s beauty market in Korea, highlighting rapid market growth, key consumer trends, and the expanding global influence of K-Beauty. It explores the cultural shifts driving men’s grooming, product innovation, and the role of influencers and e-commerce, with a focus on new opportunities for brands in this dynamic sector.

Overview: A Rapidly Growing Market

The Korean men’s skincare and beauty market is experiencing unprecedented growth. By 2025, the market is expected to reach USD 1.2 billion, with projections of USD 3.7 billion by 2035, growing at an impressive CAGR of 11%. This surge is fueled by cultural shifts, the influence of K-beauty, and changing attitudes toward male grooming and self-care.

Key Drivers of Growth

  • Cultural Shifts & K-Beauty Influence:
    The “Korean Wave” (Hallyu) has redefined masculinity, making skincare and grooming a mainstream part of men’s routines both in Korea and globally. K-pop stars and actors with flawless skin have set new beauty standards, normalizing skincare and even makeup for men.

  • Self-Care and Wellness:
    Skincare is now seen as essential self-care, not vanity. Men are increasingly aware of the benefits of skincare for health, anti-aging, and confidence.

  • Product Innovation:
    Brands are launching products tailored to men’s skin, which is typically thicker and oilier, including anti-aging creams, sunscreens, and multifunctional moisturizers. Gender-neutral packaging and natural, effective ingredients are emphasized.

  • Retail & E-commerce Expansion:
    Major retailers and convenience stores are expanding men’s beauty sections, and e-commerce and social media have made it easier for men to discover and purchase products.

  • Influencer and Social Media Impact:
    Male influencers and beauty creators are driving product discovery and education, especially among younger consumers who value convenience and trendiness.

Market Highlights


Consumer Trends

  • Young Professionals:
    Skincare is part of daily grooming, with demand for all-in-one creams, tinted sunscreens, and fast-absorbing products.

  • Makeup for Men:
    While still less common than skincare, makeup use among men is growing, with BB creams and concealers becoming mainstream in Korea and gaining traction abroad.

  • Brand Loyalty & Experimentation:
    Men are showing strong loyalty to effective brands but are also open to trying new products, especially those recommended by influencers or trending on social media.

The Global Impact of K-Beauty

K-beauty’s approach—emphasizing gentle, effective, and innovative products—has positioned Korea as a global leader in men’s beauty. Western markets are increasingly adopting Korean routines and products, and retailers are racing to expand their men’s beauty offerings.

Outlook

The men’s beauty market in Korea and worldwide is set for continued rapid growth. As self-care becomes a universal value and K-beauty continues to innovate, expect to see even more men embracing skincare, grooming, and makeup as part of their daily lives.


KNSUNCLES Inc. shares the latest K-Beauty trends with the world.
We also connect outstanding Korean manufacturers and brands to the global market.
If you are interested in K-Beauty sourcing or partnership opportunities, feel free to contact us.
  • Website: knsuncles.com
  • E-mail: contact@knsuncles.com
  • Whatsapp: 821098588385

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