The biggest market for men's beauty products in the world

What is the largest market for men’s beauty products? Any ideas? Go on, have a guess.

It’s South Korea. Apparently South Korean men spent $495.5 million on skin care last year – that’s nearly 21% of global sales, according to Euromonitor International.

The website says that makes it the largest market for men’s skin care in the world, despite the fact that there are only around 19 million men in the country.

“Amorepacific, South Korea's biggest cosmetics company, estimates the total sales of men's cosmetics in South Korea this year will be more than $885 million,” reports

According to the website this trend is partly down to men attempting to compete with one another.

“The metamorphosis of South Korean men from macho to makeup over the last decade or so can be partly explained by fierce competition for jobs, advancement and romance in a society where, as a popular catchphrase puts it, ‘appearance is power’,” says the website.

“Women also have a growing expectation that men will take the time and effort to pamper their skin.”

The growing trend for men’s skin care products also means there’s an increasing demand for natural men’s beauty products too. 

Kim Deuk-ryong, a 20-year-old student, told "In this society, people's first impressions are very important. A man's skin is a big part of that impression, so I take care of my skin.”
[Image: Emmanuel Dyan] 

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