The ‘Don’t Worry Darling’ teaser is here and it’s making people THIRSTY
The ‘Don’t Worry Darling’ teaser is here and it’s making people THIRSTY

Lauren Heskin

The 2021 Met Gala standout beauty moments
The 2021 Met Gala standout beauty moments

Holly O'Neill

My older brothers are my best friends. Here’s why…
My older brothers are my best friends. Here’s why…

Edaein OConnell

The best memes and Tweets from last night’s Met Gala
The best memes and Tweets from last night’s Met Gala

Lauren Heskin

‘Apparently I’m trending on Twitter for being ugly’
‘Apparently I’m trending on Twitter for being ugly’

Kate Demolder

‘He’d twist things I said to make me feel that I was in the wrong. It was pure manipulation’
‘He’d twist things I said to make me feel that I was in the wrong....

Amanda Cassidy

The Michael Schumacher documentary is your new must-see emotional watch
The Michael Schumacher documentary is your new must-see emotional watch

Jennifer McShane

The most iconic Met Gala gowns through the years
The most iconic Met Gala gowns through the years

Jennifer McShane

Can’t nod off? Eating these foods should help you get a better night’s sleep
Can’t nod off? Eating these foods should help you get a better night’s sleep

Jennifer McShane

This miracle, unisex skin product should be stocked in every couple’s bathroom
This miracle, unisex skin product should be stocked in every couple’s bathroom

Shayna Sappington

Image / Editorial

South Korean men are helping to change male beauty ideals and here is why


by Edaein OConnell
20th Mar 2019
blank

Today on IMAGE.ie, TV presenter, columnist, and all-round style expert Darren Kennedy is here to take the editor’s reigns. All day on our website and social media, you can catch Darren giving his perspective on beauty, fashion, lifestyle and more, as he takes on the new role of guest editor. 


As all beauty lovers will know, South Korea is ahead of the game when it comes to make-up and skincare.

From CC creams to sheet masks, these products have infiltrated the western market and are now a staple of many women’s beauty bags. The beauty industry in South Korea is huge and is among the top 10 in the world.

According to Mintel, a global market intelligence agency, the South Korean beauty industry had a total market share of 6.5 billion dollars at the end of 2017 and this figure is expected to rise to 7.2 billion dollars by 2020.

Related: Darren Kennedy is taking over IMAGE.ie! Say hello to today’s Guest Editor

And it isn’t just female customers who are helping these figures soar — South Korean men are doing their part to help too.

Males in South Korea spend more on skincare per person than men anywhere else in the world. This is due in part to the massive popularity of Korean pop and TV drama stars who are inspiring them with their beauty looks and what they believe to be the perfect face.

So what are they buying?

Having Chok Chok skin in South Korea is the ideal. This is glowy, dewy and fresh as a daisy skin that everybody wants.

When it comes to South Korean beauty and achieving this look, skincare comes first. And men take it very seriously, with a multi-step routine meticulously completed twice a day every day.

A typical routine includes; a double cleanse with an oil cleanser, followed by a toner and essence, a good moisturizer and completed with an SPF for the daytime or night cream for sleeping hours.

Men in South Korea are also not afraid to wear make-up.

K-Pop stars regularly wear lipstick, eyeliner and eyeshadow and this is now a common trend on the streets of South Korea, with more and more young men taking pride in their appearance and experimenting with different make-up looks.

In terms of the best cosmetics to purchase, they swear by BB cream, a light formula which moisturizes while evening skin tone and hiding blemishes.

Lip tints are also one of the biggest crazes to hit the South Korean grooming market in recent times with the “candy stain” being a sought after look. These tints are blended out with a finger to create a natural-looking hint of colour.

 

View this post on Instagram

 

[NOTICE] S.COUPS Official Instagram is now open! ? instagram.com/sound_of_coups #SEVENTEEN #??? #SCOUPS #???? #????? #coming_up_next

A post shared by SEVENTEEN (@saythename_17) on

Masculinity

South Korea is changing the perception and previous notions of what masculinity is. Its men are trailblazers in shifting the conversation and showing the world you can care about your appearance and still be a man.

Toxic masculinity and all it entails is a damaging narrative and sometimes we are unaware and unreceptive to the damage this line of talk has on the everyday man.

Pressures to deal with your emotions in a particular way — don’t cry, be tough, be strong, don’t show feeling — and then live up to those expectations are similar in many ways to the standards which are placed on women — the very ones we are collectively trying to fight against.

Related: Stop talking about the definition of toxic masculinity – and start tackling the problem

Last year, the BBC posted a video of South Korean YouTuber named Kim Seung-hwan discussing his beauty routine on their website and the comments ranged from assuming he was gay to feeding directly into the toxic masculinity conversation with many saying that real men do not wear make-up.

However, the ever-increasing popularity of K-Pop groups such as BTS is helping to dilute this negativity. With a number one US album (a rarity for a non-English speaking record), sold out tours and legions of fans on social media channelling their “soft masculinity” is positively projecting and promoting inclusivity and hopefully changing dated attitudes.

And it’s not just South Korean men who are changing the way we view male beauty ideals — YouTube and make-up stars like James Charles and Jeffree Starr continue to break barriers and show there is a myriad of ways in which you can be a ‘man’.

South Korea is challenging the story and adding a plot twist to the story of men and beauty principles, and this, we believe, is a very good thing.


More like this:

  • Guest Editor Darren Kennedy’s top five grooming picks for men…here
  • Meet the Irish celebrity hairstylist splitting his time between Hollywood and Limerick…here
  • Spring/summer capsules and Celine catwalks: all on this week’s Smart Casual…here

Also Read

blank
EDITORIAL
Sarah Harding’s heartbroken mum announces the singer’s death aged just 39

Sarah Harding has died at the age of just 39, her heartbroken mother revealed today. The Girls Aloud star had...

By Amanda Cassidy

blank
premium EDITORIAL
Join The Club to Avail of Your Complimentary Tickets to The IMAGE Business Summit 2021

Don’t miss this year’s IMAGE Business Summit, with an expert line-up, skills masterclasses, keynote addresses and more.Back by popular demand,...

By Shayna Sappington

blank
premium EDITORIAL
EVENT: How To Master the Art of Negotiation

We sit down with Negotiation Strategist Natalie Reynolds, discussing key tactics and strategies used to master the art of negotiation...

By Shayna Sappington

blank
EDITORIAL
“A slap in the face for all the victims”: Outcry over Bill Cosby’s release from prison

This is why rape victims think twice before coming forward, writes Amanda Cassidy He was once known as “America’s Dad”...

By Amanda Cassidy

blank
AGENDA, EDITORIAL
When speaking about ageing, we should follow Julianne Moore’s lead

Actress Julianne Moore is tired of all the cliched tropes about female ageing. The way we speak about it; the...

By Jennifer McShane

blank
EDITORIAL
‘We have not heeded the warnings sufficiently’: The health emergency we’ve ignored while focusing on the pandemic

The climate change debate has been going on for so long its become white noise. But this week, the effects...

By Amanda Cassidy

Keith-_-Tara_130_Web Shantanu Starick painting kitchen cabinets
EDITORIAL
How to limit drips and brush strokes while painting kitchen cabinets

Painting kitchen cabinets can be transformative and can be achieved relatively low-cost, but you need the right equipment, and a lot of...

By Amanda Kavanagh