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Men’s grooming on the rise in Korea

  • Published : Feb 10, 2015 - 17:10
  • Updated : Feb 10, 2015 - 17:10

Men interested in grooming are now increasingly opting for women’s cosmetics in South Korea, according to industry watchers.


Male consumers, who used to purchase only basic skincare products such as lotion, are diversifying their spending on items such as anti-aging or color cosmetics.

According to a recent survey by 11Street, a local online shopping mall, male customers accounted for 36 percent of the total sales of women’s cosmetics in the second half of 2014, an increase from 27 percent on-year. At another online shopping mall GMarket, the figure was 22 percent, up from 14 percent in the previous year.

The mask pack was the most preferred item, followed by anti-aging products and cleaning products.

“This trend is expected to continue for a while as more men are paying attention to making a neat impression by hiding spots or evening out skin tone,” 11Street’s spokesperson said.