[🇺🇸] “Men Who Wear Makeup” Rising: Male Consumers Emerge as Major Force in K-Beauty

Male consumers are emerging as a powerful growth driver in the K-beauty industry, prompting rapid investment and innovation among cosmetics companies.

Once limited to basic skincare such as toners and lotions, the men’s beauty market is now expanding into color cosmetics, fragrances, and scalp care, establishing “men’s grooming” as a mainstream lifestyle trend.

Recent data highlights this shift. According to Mintel, nearly half of Korean men aged 18 to 24 wear makeup, and 17% report doing so daily. In response, leading Korean cosmetics manufacturers and ODM companies are accelerating development of male-focused lines. Cosmax is developing microbiome-based products using ingredients that control sebum and improve pores, while Korea Kolmar is strengthening its lines focused on hair loss, scalp care, and whitening functionality.

Major corporations are also joining the movement. Amorepacific has expanded the “Homme” lines within its flagship brands like Laneige and Hera, and has strengthened collaborations with male beauty influencers. Meanwhile, Prep by B.Ready surpassed 100,000 units sold within three months of its launch, demonstrating the vast growth potential of the men’s beauty sector.

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