Men who wear makeup… start with Muji and Daiso.

In the men’s beauty product category on Musinsa, men’s products are dominating the rankings. [Photo: Musinsa Capture Screen]

‘Recently, male customers are experiencing rapid growth in the beauty market at new distribution channels such as Musinsa and Daiso. Not only is there an increase in demand for men’s skincare and hair care, but also existing male customers who used to shop for fashion and daily necessities are now being introduced to beauty products.’

‘According to Musinsa on the 19th, men’s beauty brands are showing a growth trend of over 2 times in sales this year. From January to July this year, the sales of major men’s beauty brands such as DASHU, Ovje, Forbute, and Gillette increased by an average of 122% compared to the same period last year. Compared to a growth of about 90% in total beauty transactions on Musinsa during the same period, the increase in men’s beauty sales is even larger.’

‘Lip balms that produce a natural color, self-dye perm products, stick-type cover foundations, BB creams, etc. are among the top-selling products. Makeup and hair products that can be used regardless of gender, not just the skincare products that men traditionally sought, are gaining popularity.’

‘It seems that the effect of male customers who enjoyed fashion shopping on Musinsa transitioning to new beauty customers is also evident. With the popularity of men’s beauty, Musinsa plans to set up a “Men’s Zone” displaying beauty products for men at its Seongsu beauty pop-up store next month.’

‘A Musinsa official stated, “We plan to strengthen cooperation with brands that are on board to lead the growing men’s beauty market.” They also revealed, “We aim to generate synergy by collaborating with various brands like Musinsa Edition.”‘

‘In offline channels, men are flocking to Daiso Beauty, which is rapidly growing with its “cost-effective” cosmetics. According to Daiso, the cosmetics purchase amount by male customers from January to July this year increased by about 154% compared to the same period last year. Basic cosmetics hit products like “REDEESHAT” are popular among both men and women, contributing significantly to sales growth. Additionally, Daiso’s exclusive compact beauty products are receiving positive responses from male customers who value cost-effectiveness.’

‘At Olive Young, from 2021 to last year, the average annual growth in sales to male members was 30%. The trend is to expand into various categories such as all-in-one products and shaving items that add natural vitality in men’s color cosmetics, hair care, and more.’

V Ready, True Tone Lotion Airy [Photo: Amorepacific]
‘Even major beauty companies are actively targeting male customers. Amorepacific is substantially expanding the product range of the men’s total styling brand “V Ready” from basics to makeup. Thanks to the popularity of the “True Tone Lotion” which combines the functions of skin lotion, sunscreen, and BB cream, it gained attention with the release of a new product “True Tone Lotion Airy” last month. The annual growth rate of V Ready from 2020 to 2023 is a staggering 76.9%.’

‘Star marketing featuring popular celebrities such as Son Heung-min, Deckx, and male beauty YouTubers like Leo Jay is also active in men’s beauty brands. Recently, actor Byeon Woo-seok became a hot topic as the model for men’s cosmetics brand DSCHU. According to market research firm Euro Monitor, the domestic men’s beauty market size is estimated to reach 1 trillion 923 billion won in 2022 and increase by 6% to 1 trillion 600 billion won in 2025.’

Skincare brand BIOTHERM has appointed football player Son Heung-min as their new brand ambassador. [Photo: BIOTHERM]

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