In recent years, South Korea’s beauty industry, famously known as K-beauty, has revolutionised skincare routines and beauty standards worldwide.
While much of the attention has traditionally focused on women, K-beauty has steadily become a powerful force in redefining male grooming and beauty, particularly in Western countries.
From high-profile male K-pop idols promoting skincare products to the rise of professional skin clinics, this shift is steering a new wave of male beauty ideals that are moving away from traditionally Western perceptions of masculinity.
Skincare Products Promoted by Male K Celebrities
A major factor driving the K-beauty revolution in male grooming is the active promotion of skincare products by male K-pop idols and actors. High-profile figures such as BTS members, particularly such as Jin becoming the new face of Laneige, as well as actors like Lee Dong Wook and Gong Yoo, have regularly appeared in advertisements endorsing products that focus on achieving flawless, youthful skin. These endorsements break down the notion that skincare is exclusively a feminine pursuit and instead encourage men to take a proactive approach to their skin health.
The influence of these celebrities cannot be understated. Their global fanbases, which include both men and women, are eager to replicate their skincare routines, often buying the same products they promote. Brands such as Innisfree, Nature Republic, and Laneige have leveraged this influence by featuring male stars in their marketing campaigns, which has significantly helped normalise skincare for men in the West. The global rise of Korean entertainment content, including K-pop and K-dramas, ensures that this trend continues to gain traction, with men feeling increasingly empowered to invest in skincare routines that go beyond the basics of shaving cream and moisturiser.
Makeup as a Normal Routine Even for Men
In Korea, makeup is a routine part of daily grooming for many men, particularly those in the entertainment industry. K-pop idols and K-drama actors frequently wear makeup both on- and off-stage, ranging from light BB creams and concealers to subtle eye makeup and lip tints. The goal is often to enhance their natural features while still achieving a “no-makeup” look.
For instance, BTS’s V and EXO’s Kai have been known to sport light makeup during performances and public appearances, making it clear that makeup is not reserved for women in Korean culture. This practice has challenged long-standing Western stereotypes, where makeup has traditionally been seen as a feminine activity.
In Western countries, makeup brands such as MAC and Fenty Beauty have begun creating products specifically targeting men or marketing their existing products as unisex. Social media influencers and YouTube personalities have further accelerated this trend, showing how simple makeup can be incorporated into a man’s daily routine to enhance their appearance without feeling overly made up.
Read More: Why K-Beauty is Here to Stay in the Coming Years
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Korean Men Seen as Having Less Body Hair
Another factor contributing to the rise of male grooming in the West, inspired by K-beauty, is the perception that Korean men have less body hair compared to their Western counterparts. This image of smooth, hairless skin is often associated with a cleaner, more refined look, something that aligns with the aesthetic preferences in K-beauty. While the genetics of body hair density play a role, Korean men also actively participate in grooming routines that involve waxing and other hair removal techniques.
As this trend gains momentum, more Western men are exploring similar grooming options. The focus is increasingly on achieving a smoother appearance, with a growing number of men opting for male waxing, laser hair removal, and other methods to reduce body hair.
Korean Idol and Actor Proportions: Slim, Toned, but Not Bulky
In addition to grooming and skincare, body image plays a significant role in the transformation of male beauty standards. Korean idols and actors are known for their lean, slender physiques, which stand in contrast to the more muscular, bulked-up images often promoted in Western media. Stars like Park Seo Joon and Lee Min Ho, while undeniably fit, maintain a toned appearance that prioritises slimness and definition over sheer muscle mass.
This has had a noticeable impact on how men in the West are approaching fitness and body image. Many are now seeking out nutritional advice and exercise routines that emphasise a leaner build rather than bulking up. The focus is on achieving a balanced, proportionate figure that is athletic but not overly muscular, mirroring the refined aesthetics commonly seen in K-pop and Korean dramas. Fitness trainers and nutritionists have noted an increase in clients who aspire to this “Korean idol look,” leading to a broader acceptance of a more varied range of masculine physiques.
Strong Skin Clinic and Dermatology Scene
Another cornerstone of K-beauty’s influence on male grooming in the West is Korea’s robust skin clinic and dermatology scene. South Korea is home to some of the world’s most advanced skincare clinics, offering an extensive range of treatments, from laser therapy to anti-ageing procedures. Many men in Korea routinely visit dermatologists not only to treat skin issues like acne and scarring but also to maintain a youthful appearance through non-invasive treatments.
This trend is now influencing men in the West, who are increasingly open to seeking professional skincare treatments. Procedures like laser resurfacing, chemical peels, and Botox are becoming more popular among men looking to improve their skin’s appearance and combat signs of ageing. The stigma around men seeking dermatological treatments is gradually fading as more men understand the benefits of investing in professional skincare. Clinics that are opening to foreign customers, such as the Renovo Skin Clinic in Seoul, serve as examples of how comprehensive skincare can be seamlessly integrated into one’s grooming routine.
The impact of K-beauty on male grooming in the West cannot be overstated. From skincare and makeup to body image and professional treatments, the influence of Korean celebrities and beauty ideals has helped redefine what it means to be well-groomed for men. As male beauty continues to evolve, K-beauty has made it clear that looking after one’s appearance is not a sign of vanity but a form of self-care and confidence-building. This global shift has opened the door for more men to explore beauty in ways that suit their individuality, embracing a more polished and refined version of masculinity. Perhaps, this could also mark a much-needed departure from the traditional image of toxic masculinity in the West, which makes many men feel unnecessarily inadequate.
It seems that the trend towards more inclusive, comprehensive beauty and overall masculinity standards for men is here to stay.
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