A view of the men’s care zone inside CJ Olive Young’s Hongdae Town store. (Photo courtesy of CJ Olive Young)
SEOUL, Nov. 10 (Korea Bizwire) — South Korea’s once-niche men’s cosmetics industry is rapidly emerging as a major growth engine for K-beauty, driven by changing attitudes toward grooming and self-care among younger male consumers.
Once limited to simple skin lotion sets, the market has expanded to include makeup, fragrance, and scalp-care products as more men embrace diverse forms of appearance management.
According to global data firm Euromonitor, Korea’s men’s cosmetics market, valued at 1.17 trillion won (US$840 million) last year, is projected to grow to 1.23 trillion won by 2029.
A survey by Mintel earlier this year found that nearly half of Korean men aged 18 to 24 use makeup, with 17 percent applying it daily and 6 percent doing so more than once a day.
In response, major beauty companies and manufacturers are investing heavily in research and development to cater to male consumers.
Cosmax has established a “men’s skin microbiome research team” to develop products targeting sebum control and pore improvement. Its tone-up creams and natural-finish cushion foundations have gained popularity abroad, with growing exports to Japan and Southeast Asia.
Kolmar Korea, in collaboration with Kyungpook National University, has identified microbiome differences between male and female scalps and developed products to address stress-related hair loss. The company is expanding its all-in-one skincare and anti-aging lines for men.
Amorepacific, long known for its female-oriented brands such as Laneige and Hera, has introduced men’s lines under those labels and launched “Prep by Be Ready,” a dedicated male grooming brand. Since entering Daiso stores in June, the brand has sold more than 100,000 units in just three months.
LG Household & Health Care has also strengthened its men’s segment with “Gongjinhyang:Gun,” a lightweight skincare line designed for men who dislike greasy textures, and a new Dr. Groot “Clinical Relief” range for seborrheic scalp care.
Industry analysts say the rise of men’s grooming reflects both shifting cultural norms and the globalization of K-beauty. What began as a small corner of the skincare aisle is now a robust market segment, powered by male consumers increasingly viewing self-care not as vanity but as confidence.
Lina Jang (linajang@koreabizwire.com)
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