From Skincare to Cushion, Men’s Cosmetics Lead K-Beauty
The market size has doubled in the last five years… Startups combining AI and influencers are also in the spotlight
Men’s beauty routines are transforming. In the past, a single aftershave was enough post-shave, but now “grooming” involves using serums, cushions, and perfumes extensively. As the beauty market extends from women to include men, K-Beauty is embracing a new growth axis.
Era When Men Also Use Skincare, Cushion, and Perfume
The concept of “managing” rather than just “grooming” is becoming natural among men. According to market research firm Euromonitor, South Korea’s male cosmetics market, which was 600 billion won in 2019, is expected to grow to 1.2 trillion won by 2024. That’s double the size in just five years.
The growth is primarily driven by categories like skincare, perfume, and haircare. Especially popular are All-in-One products and low-stimulation functional cosmetics that minimize skin irritation. The increase in video conferencing during the COVID-19 pandemic has made men more conscious of their on-screen appearance, further driving the expansion of the male beauty market.
“Men face less internal resistance to the concept of ‘managing’ rather than ‘grooming.’ The act of taking care of oneself is being accepted as natural self-management.” – Jieun Yoon, Researcher at Seoul National University’s Consumer Trend Analysis Center
This shift is noticeable in consumer behavior. On the fashion platform Musinsa, sales of men’s beauty products surged by 68% compared to the previous year, interpreted as a cultural shift rather than a fleeting trend.
Beauty Industry Turning to Premium Brands for Men
To align with rapidly changing consumer trends, domestic cosmetic brands are strategically enhancing their men’s lines. Amorepacific is expanding luxury lines like ‘Laneige Homme Active Water’ and ‘Sulwhasoo First Care Serum for Men,’ while LG Household & Health Care is prominently featuring functional brands like ‘Bonnein’ and ‘Belman Homme.’
Significantly, men’s cosmetics are now being treated as independent brands rather than subcategories under women’s brands. Products optimized for different skin types and professions are being launched, aligning with consumer segmentation strategies.
“The era when men’s cosmetics were considered adjuncts to women’s brands is over. Now, independent product philosophies and strategies are needed.” – Industry Expert in Domestic Beauty Sector
The channel strategy for both online and offline is undergoing rapid adjustments. Moving away from traditional distribution networks centered on department stores and duty-free shops, digital channels like online shopping malls and live commerce are emerging as the new key outlets.
Naver, Coupang, Live Commerce… Men Consumers Also Go Digital
Terms like ‘Men’s Skincare Set’ and ‘Men’s Cushion,’ once relatively unfamiliar, are now trending on online platforms. On Naver and Coupang, keyword search volumes have increased by over 80% in a single year. This suggests that people are not just buying more cosmetics, but are actively seeking personalized products through digital platforms.
The department store industry is also responding. Shinsegae Department Store in Gangnam has expanded its men’s cosmetics section to three floors, while Lotte Department Store has opened a “Men’s Lounge” providing tailored services such as fragrance diagnosis and skin analysis.
This transformation not only alters distribution channels but also redefines the interaction points between consumers and brands. In the digital ecosystem, a virtuous cycle of information search, comparison, and purchase diverges from traditional purchasing journeys.
Startup ‘Seation,’ Pioneering New Markets with SEA Influencer Marketing
Startups also play a pivotal role in the growth of the male cosmetics market. The startup ‘Seation,’ based in Seongsu-dong, Seoul, focuses on the Southeast Asian market where male grooming demand is higher than domestically, promoting its own brand. Specializing in skincare, hair wax, and sunscreen suited to the humid and hot Southeast Asian climate, Seation’s functional products are gaining rapid traction locally.
In the evolving male beauty market, products that boast usefulness and reliability become the standard choice. YURICO5 is embracing these changes, ensuring various cosmetics offer real value to more consumers.
