Men's beauty
MEN BEAUTY IN APAC
Beauty isn’t only for women as many still believe today. Across the world, men's beauty is viewed in different ways. Much more present and accepted in Asia, it remains a taboo subject in the West.
With the influence of several factors, South East Asia holds the role of the most prosperous area for male cosmetics.
What are the origins, causes and what impacts do they represent in the economy of each country?
A DIFFERENT VISION
Younger consumers in Asia -especially Gen Z and Millennials- are more likely to see male cosmetics as just another aesthetic tool, with little regard for the traditional view that makeup is only for women.
Increasing awareness of the benefits of skin care and the ease with which consumers can research and order beauty products online are key drivers of the increasing numbers of men jumping on board the cosmetics bandwagon.
More men in Southeast Asia are following this trend too, with the men's cosmetics industry in the region forecast to grow by an average of 8.4% a year from 2020–26.
Most men say that they simply want to look good and feel confident when they go outside, they are finally starting to push away unnecessary standards.
IN KOREA
COSMETICS LOYALISTS
Males beauty standards : fair skin, V shape jaw line, big eyes, double eyelid, straight eyebrows
In South Korea, known for its prevalence of well-groomed music idols and where great importance is placed on how you present yourself, men see makeup as an easy way to build confidence in public.
South Korean men: world’s biggest male spenders on skincare & makeup, contributing to $7 billion in the Korean beauty industry.
The cosmetics raise in male consumers and sales of men’s products grew 86% in the past 5 years.*
3⁄4 of Korean men undertake a beauty or grooming treatment (hair, face, body). ** 58% of men born after 2000 say that they use grooming treatment at least once a week, compared to 34% of South Korean men overall.
Source: *Euromonitor **GlobalData
WHY ?
South Korean society is known for its hyper fixation on appearance.
Korean men and women are living under the constant pressure of being conformed to societal expectations.
Considered “normal”: shiny, luminous, and soft skin.
2 years in the army: products furnished by the Korean army are extremely harmful to the skin = interest in skincare has risen
Though job market: good appearance for a good job
Influence of idols, celebrities
Korean men’s beauty brands: RULE429, MANZRALA, LAQLANC
IN CHINA
COSMETICS LOVERS
Males beauty standards : defined jawline, big eyes, pronounced nose, narrow mouth, light skin.
Thanks to the rise of well-preened Little Fresh Meat (Chinese expression: handsome young man) idols and shifting gender roles, young Chinese consumers have become more open about expressing themselves, which has manifested in an increased acceptance of skincare and makeup use.
From 2016-2019, the Chinese male beauty market increased at an average annual rate of 13.5%, far higher than the global average of 5.8%.**
Men's facial skincare segment alone is expected to grow 50% by 2025 to $2.9 billion.***
Nearly 80% of men born after the 1990s have developed skincare routines during college.
10 new Chinese male beauty brands emerged in 2020.
Sources: **Euromonitor ***Mintel
WHY ?
GenZ platforms, Douyin (Tiktok) & RED with a strong base of beauty influencers who have been a driving force behind the rise of male cosmetics consumption.
Society’s pressure to be the most handsome
Influence of idols, celebrities
Strong influence from K-beauty
Male beauty KOLs encouraging males to do their makeup
GenZ breaking stereotypes, genderless
Chinese men’s beauty brands: JACB, LANXI, LIRAN XIANHOU
IN JAPAN
COSMETICS SEEKERS
Males beauty standards : flawless skin, big eyes, long nose, hairless, defined traits
Japan is the third largest cosmetics market where men's interest in beauty never wanes. Cosmetics, an integral part of the country's culture, are appreciated by men of all ages, according to different interests.
In 2020, the Japanese cosmetics market generated more than $2,29 billion, with men beauty representing 5% of the market.*
The giant Shiseido has several collections dedicated only to men. (skincare, make-up ...)
Consumers aren’t only young men: the products target consumers between 20 and 60 years old.
WHY ?
Gender inclusivity movement
Business: looking presentable, clean in a meeting
Strong influence from K-beauty
A trend encouraged by women
GenZ who consider to have a full control of their appearance
COVID and mask = explosion of interest in cosmetics
Japanese men’s beauty brands: BULK HOMME, ANNAYAKE, FIVEISM x THREE