Cho Won-hyuk stands in front of his bedroom mirror and spreads dollops of yellow-brown makeup over his forehead, nose, chin and cheeks until his skin is flawless. Then he goes to work with a black pencil, highlighting his eyebrows until they are thicker, bolder.
“Having a clean, neat face makes you look sophisticated and creates an image that you can handle yourself well,” the 24-year-old college student said. “Your appearance matters, so when I wear makeup on special occasions, it makes me more confident.”
Cho’s meticulous efforts to paint the perfect face are not unusual in South Korea. This socially conservative, male-dominated country, with a mandatory two-year military conscription for men, has become the male makeup capital of the world.
South Korean men spent US$495.5 million on skincare last year, accounting for nearly 21 percent of global sales, according to global market research firm Euromonitor International. That makes it the largest market for men’s skincare in the world, even though there are only about 19 million men in South Korea. Amorepacific, South Korea’s biggest cosmetics company, estimates the total sales of men’s cosmetics in South Korea this year will be more than US$885 million.
The metamorphosis of South Korean men from macho to makeup over the past 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.”
Women also have a growing expectation that men will take the time and effort to pamper their skin. Evidence of this new direction in South Korean masculinity is easy to find. In a crowded Seoul cafe, a young woman takes some lipstick out of her purse and casually applies it to her male companion’s lips as they talk. At an upscale apartment building, a male security guard watches the lobby from behind a layer of makeup. Korean Air holds once-a-year makeup classes for male flight attendants.
“I can understand why girls don’t like to go outside without makeup — it makes a big difference,” said Cho Gil-nam, a tall, stocky 27-year-old insurance fraud investigator in Seoul who starts important days by dabbing on makeup after finishing his multistep morning cleansing and moisturizing routine. He carries a multicolored cosmetics pouch so he can touch up in public bathrooms throughout the day. While US cosmetics companies report growing sales in male cosmetics, US men are often wary of makeup.
“Men Wearing Makeup a Disturbing Trend” was how US columnist Jim Shea titled a recent post.
However, in South Korea, effeminate male beauty is “a marker of social success,” according to Roald Maliangkay, head of Korean studies at Australian National University.
Amorepacific Corp offers 17 men’s brands, with dozens of products to choose from, and operates two Manstudio stores in Seoul that are devoted to men’s skincare and makeup.
South Korean men are barraged daily with messages in popular media suggesting that flawless skin is a crucial part of any plan to get ahead at work and romance.
“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,” said Kim Deuk-ryong, a 20-year-old student.
It was not always this way. The ideal South Korean man used to be rough and tough.
Things began to change in the late 1990s, when the South Korean government relaxed a ban on Japanese cultural goods, exposing South Koreans to different ideas on male beauty, including popular comics featuring pretty, effeminate men.
James Turnbull, a writer and lecturer on South Korean feminism, sexuality and popular culture, said the economic crisis that hit South Korea in 1997 and 1998 also played a role in shifting thinking. Struggling companies often fired their female employees first, angering women who had already seen their push for equal rights take a backseat to protest movements against Japanese colonizers and the autocratic governments that followed.
“The times were ripe for a sea-change in the popular images of men in the media,” Turnbull said.
Women, as a result, began questioning the kinds of men society told them they should find attractive. In 2002, large numbers were attracted to a hero of South Korea’s World Cup soccer team, Ahn Jung-hwan, who became a leading member of the so-called “flower men” — a group of exceptionally good-looking, smooth-skinned, fashionable sports stars and celebrities who found great success selling male cosmetics. Men everywhere began striving to look like them, with the encouragement of the women around them, and a trend was born.
A decade later, ads featuring handsome, heavily made-up male celebrities are an unavoidable part of the urban scenery.
Kim Jong-hoon, a 27-year-old tech industry worker in Paju, said the endless media exposure to famous men with perfect skin helped steer his progression from soap and water to an elaborate regime that includes as many as eight steps, from cleanser to eye cream and lotion to a small amount of makeup powder.
“My skin wasn’t bad, but the media constantly sends the message that skin is one of the most important things, so I wanted to take care of it,” Kim said.
Once an oddity, men using makeup is now commonplace.
It is also a good source of conversation, said Kim Ae-kyung, 35, a female office worker.
“I feel like I have more to talk about with guys who use makeup — we have more in common,” Kim said.
SEEKING CHANGE: A hospital worker said she did not vote in previous elections, but ‘now I can see that maybe my vote can change the system and the country’ Voting closed yesterday across the Solomon Islands in the south Pacific nation’s first general election since the government switched diplomatic allegiance from Taiwan to Beijing and struck a secret security pact that has raised fears of the Chinese navy gaining a foothold in the region. The Solomon Islands’ closer relationship with China and a troubled domestic economy weighed on voters’ minds as they cast their ballots. As many as 420,000 registered voters had their say across 50 national seats. For the first time, the national vote also coincided with elections for eight of the 10 local governments. Esther Maeluma cast her vote in the
Nearly half of China’s major cities are suffering “moderate to severe” levels of subsidence, putting millions of people at risk of flooding, especially as sea levels rise, according to a study of nationwide satellite data released yesterday. The authors of the paper, published by the journal Science, found that 45 percent of China’s urban land was sinking faster than 3mm per year, with 16 percent at more than 10mm per year, driven not only by declining water tables, but also the sheer weight of the built environment. With China’s urban population already in excess of 900 million people, “even a small portion
UNSETTLING IMAGES: The scene took place in front of TV crews covering the Trump trial, with a CNN anchor calling it an ‘emotional and unbelievably disturbing moment’ A man who doused himself in an accelerant and set himself on fire outside the courthouse where former US president Donald Trump is on trial has died, police said yesterday. The New York City Police Department (NYPD) said the man was declared dead by staff at an area hospital. The man was in Collect Pond Park at about 1:30pm on Friday when he took out pamphlets espousing conspiracy theories, tossed them around, then doused himself in an accelerant and set himself on fire, officials and witnesses said. A large number of police officers were nearby when it happened. Some officers and bystanders rushed
HYPOCRISY? The Chinese Ministry of Foreign Affairs yesterday asked whether Biden was talking about China or the US when he used the word ‘xenophobic’ US President Joe Biden on Wednesday called for a hike in steel tariffs on China, accusing Beijing of cheating as he spoke at a campaign event in Pennsylvania. Biden accused China of xenophobia, too, in a speech to union members in Pittsburgh. “They’re not competing, they’re cheating. They’re cheating and we’ve seen the damage here in America,” Biden said. Chinese steel companies “don’t need to worry about making a profit because the Chinese government is subsidizing them so heavily,” he said. Biden said he had called for the US Trade Representative to triple the tariff rates for Chinese steel and aluminum if Beijing was