Beyond Grooming: How Beauty Became a Daily Routine for Korean Men

Korea's men's beauty market is being rapidly restructured.

What was once defined by toners and moisturizers has expanded into color cosmetics, fragrances, scalp care, and anti-aging — and the industry is responding.

Major beauty companies and ODM manufacturers have begun investing seriously in research, development, and product line expansion targeting male consumers.

A Market Worth Over 1 Trillion Won — and Still Growing

According to a report published in May by Euromonitor International, the South Korean men's cosmetics market reached approximately 1.17 trillion won in 2024 and is projected to expand to around 1.23 trillion won by 2029.

Nearly Half of Gen Z Men in Korea Wear Makeup

Shifts in consumer behavior are equally striking. According to data released in April by market research firm Mintel, nearly 50% of Korean men aged 18 to 24 reported wearing makeup. Of those, 17% said they apply makeup every day, and 6% reported wearing makeup more than once a day.

Sebum, Scalp, Anti-Aging — Demand Is Getting More Specific

Product demand is becoming increasingly segmented.

Cosmax established a dedicated men's skin microbiome research team in 2024, and is currently developing a men's-only line using ingredients specialized for sebum control and pore improvement. ODM export contracts with Japanese and Southeast Asian brands are also growing, centered on men's tone-up creams and cushion foundation products.

Kolmar Korea, through joint research with Kyungpook National University's Industry-Academic Cooperation Foundation, confirmed differences in scalp microbiome between men and women, and subsequently developed products including anti-hair-loss shampoos, treatments, and ampoules.

From Daiso to Premium — Brand Strategies Are Diversifying

Amorepacific has expanded the men's lines of existing brands such as Laneige and HERA, and in June launched a men's dedicated makeup brand called "Prep by B'READY" in Daiso stores. Within three months of its release, the brand reportedly recorded cumulative sales of 100,000 units.

LG Household & Health Care's The History of Whoo introduced "Gongjinhyang: Gun," a men's skincare line designed to minimize shine. Dr. Groot launched a clinical care line specifically formulated for seborrheic scalp conditions.