In a country known globally for its beauty innovations, it is no longer just women fueling the rapid growth of skincare. South Korea’s men’s skincare market, once a niche category overshadowed by its female counterpart, is steadily becoming a powerhouse in its own right.
According to recent industry data, the Korea men’s skincare market is expected to be valued at USD 1.2 billion in 2025, with forecasts projecting an impressive climb to USD 3.7 billion by 2035. This trajectory represents a compound annual growth rate (CAGR) of 11.04% over the decade—an indication that grooming is being redefined across age groups and cultural perceptions.
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Changing Perceptions of Masculinity
The evolving landscape of masculinity in South Korea plays a significant role in this shift. Historically conservative in its view of male grooming, Korea has seen a cultural transformation over the past two decades. Today’s younger generation, particularly those in their 20s and 30s, are more image-conscious and brand-aware than their predecessors. The normalization of skincare routines for men—ranging from simple moisturizers to multi-step regimens—has reshaped the market.
Driving this transformation are K-pop idols, actors, and influencers, many of whom front campaigns for luxury and mainstream skincare brands. Their influence has permeated the social fabric, turning once-taboo practices such as sheet-masking, eyebrow grooming, and sunscreen application into everyday rituals for a growing segment of the male population.
Product Diversification and Innovation
The market is witnessing a diversification of products tailored to men’s skin, which tends to be oilier, thicker, and more prone to irritation due to shaving. Brands are rolling out dedicated lines that focus on hydration, pore tightening, anti-aging, and skin tone correction.
Innovations are also becoming more common. The use of natural ingredients, functional cosmetics with dual or triple benefits (such as SPF and whitening), and tech-enhanced skincare—like app-connected devices that measure hydration levels—are gaining traction. Men are no longer limited to basic cleansing foams; BB creams, toners, serums, and essence products are finding their way onto their shelves.
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Retail and Distribution Channels
The rise in demand has significantly influenced the retail landscape. E-commerce platforms and mobile-first shopping experiences are central to the market’s growth. Online giants like Coupang and Naver Shopping have dedicated men’s grooming sections, while beauty-focused platforms such as Olive Young and Chicor report increasing male consumer traffic.
Brick-and-mortar stores are not lagging behind. Pop-up stores, gender-neutral display zones, and male-specific beauty consultants are becoming common in major department stores and malls. Additionally, convenience stores and pharmacies are expanding their men’s skincare inventory, making access to grooming products more ubiquitous.
Challenges Faced by Korea’s Men’s Skincare Market
Despite its promising growth, the men’s skincare market in Korea encounters several notable challenges that could impact its trajectory.
- Persistent Gender Stereotypes: Deep-rooted cultural norms still associate skincare with femininity, especially among older generations. This can create resistance or reluctance among men to fully embrace skincare routines or purchase products perceived as ‘beauty’ rather than essential grooming.
- Market Saturation and Competition: The influx of numerous brands, from global giants to local startups, has crowded the market. Consumers often face overwhelming choices with similar claims, making brand differentiation difficult and increasing pressure on smaller players to capture attention.
- Price Sensitivity Among Consumers: While there is a growing demand for premium men’s skincare, a significant portion of the male population remains price-conscious. Economic challenges such as job market uncertainty and living costs influence buying behavior, often pushing men toward more affordable, basic products.
- Limited Male-Specific Research and Consumer Education: Most skincare innovations historically focused on women, leaving men’s specific skin concerns underexplored. Additionally, many male consumers lack proper guidance on how to use products effectively, which can hinder routine adoption.
Key Industry Players
- Cosmecca Korea, Co. Ltd
- KBL Cosmetics
- ABLE C&C Co., Ltd
- Adwin Corporation
- L’Oréal S.A
- Unilever PLC
- Clarins Group
- Chattem Inc.
- Clinique Laboratories
- Kiehl’s LLC
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Top Segments Studied in the Korea Men’s Skincare Market Research Report
By Product Type:
In terms of product type, the market is divided into cleansers & face wash, facial scrubs & polishes, moisturizers & creams, serums, oils, & treatment, shave care, sunscreen, and others.
By Sales Channel:
With respect to sales channel, the industry is divided into discount stores, drug stores & pharmacies, multi-brand stores, online retailers, salon/grooming clubs, specialty stores, supermarkets/hypermarkets, and other sales channels.
By Skin Type:
Based on skin type, the market is divided into combination skin, dry skin, normal skin, oily skin, and sensitive skin.
By Source:
On the basis of source, the industry is divided into conventional and organic.
By Price Range:
In terms of price range, the industry is classified into economy, mid-range, and premium.
By Sub Region:
Regionally, the industry is divided into South Gyeongsang, North Jeolla, South Jeolla, Jeju, and the rest of Korea.
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