From Skincare to Cushion Makeup, ‘Men’s Cosmetics’ Lead K-Beauty
Market size doubled in the past 5 years… Attention also on the new wave of startups integrating AI and influencers
Men’s dressing tables are changing. In the past, an aftershave after shaving was sufficient, but now the use of serums, cushions, and perfumes has become commonplace among ‘grooming tribes’. The beauty market is expanding from a female-centered consumer base to include men, marking a new growth axis for K-beauty.
Men Are Now Using Skincare, Cushions, and Perfume
The perception of ‘grooming’ has evolved into ‘maintenance’ and is becoming more accepted among men. According to market research firm Euromonitor, the domestic men’s cosmetics market, which was worth 600 billion won in 2019, is expected to grow to 1.2 trillion won by 2024, effectively doubling its size in just five years.
The growth is primarily centered around the skincare, perfume, and hair care categories. Particularly, all-in-one products and low-irritation functional cosmetics that minimize skin irritation are gaining prominent popularity. The increase in video conferencing after the COVID-19 pandemic has also encouraged men to pay more attention to their appearance on screens, acting as a key driver for the expansion of the men’s beauty market.
“Men are less internally resistant to the concept of ‘maintenance’ than ‘grooming’. Grooming is accepted as a natural form of self-care.” – Yuna Jee, a researcher at the Seoul National University Consumer Trend Analysis Center
This change is evident in consumption. For example, MUSHINSA’s sales of men’s beauty products increased by 68% compared to last year, which is interpreted not as a temporary trend but as a cultural shift.
Beauty Industry Shifting to Premium Brands for Male Customers
In line with the rapidly changing consumer flow, domestic cosmetics brands are strategically strengthening their men’s lines. Amorepacific is expanding premium lines like ‘Laneige Homme Active Water’ and ‘Sulwhasoo Yoonjo Essence for Men’, while LG Household & Health Care is showcasing functional brands like ‘BONNEIN’ and ‘Velman Homme’ prominently.
Notably, men’s cosmetics are being treated as standalone independent brands, not as subcategories of female brands. Products optimized for different skin types as well as occupations are being released, aligning with consumer segmentation strategies.
“The era when men’s cosmetics were considered an accessory concept of female brands is over. Independent product philosophy and strategy are needed.” – A domestic beauty industry official
Both online and offline channel strategies are being rapidly adjusted. Moving away from the traditional distribution network centered on department stores and duty-free shops, digital channels centered on online shopping malls and live commerce are emerging as new crucial outlets.
Naver·Coupang∙Live Commerce… Male Consumers Also Go Digital
Search terms like ‘men’s skincare set’ and ‘men’s cushion’ are becoming more popular on online platforms recently. In fact, searches for these keywords on Naver and Coupang have increased by over 80% in just a year. This indicates not just purchasing more cosmetics, but actively seeking custom-tailored products on digital platforms.
The department store industry is also moving. Shinsegae Department Store Gangnam Branch has expanded its men’s cosmetics stores to as many as three floors, and Lotte Department Store opened a specialized space called the ‘Men’s Lounge’, offering personalized services such as perfume diagnosis and skin analysis.
These changes are significant not only because of the changes in distribution channels but because they are reconfiguring the very touchpoints between consumers and brands. Traditional purchasing journeys are being replaced by a virtuous cycle of information exploration, comparison, and purchase operating within the digital ecosystem.
Startup ‘Seytion’, Expanding New Markets Through Influencer Marketing in Southeast Asia
Another leader in the growth of the men’s cosmetics market is startups. The Seoul-based startup ‘Seytion’ is focusing on the Southeast Asian market, where demand for men’s grooming is higher than domestic, with its own brand. Seytion is quickly gaining traction by offering functional products suited to the humid and hot Southeast Asian climate, such as basic cosmetics, hair wax, and sunscreen.
In the upcoming changes in the men’s beauty market, practicality and reliability are becoming the criteria for selection. YURICO5 is supporting this trend by aiming to provide real value to more consumers with a variety of cosmetics.
