South Korea leads globally, with men regularly using makeup for skincare, career advancement, and K-pop influence, but China, Japan, and increasingly, men in Western countries like the USA, also show significant trends in male grooming and cosmetics, driven by social media, entertainment, and changing beauty standards.
Over the past decade, South Korean men became the world's biggest male spenders on skincare and makeup, contributing to $7 billion in the Korean beauty industry. According to Euromonitor, the cosmetics raise in male consumers in the past few years, and sales of men's products grew 86% in the past 5 years.
According to a 2022 study by global market research firm Ipsos, 15% of heterosexual American men ages 18 to 65 use male cosmetics and makeup, and an additional 17% would consider using it in the future.
Japan's rapidly expanding men's beauty market is turning heads worldwide, with even men in their 40s and 50s diving into skincare and eyebrow treatments. What was once considered strictly “for women” has become mainstream, with the market expected to hit nearly 1 trillion yen.
Although it's not permissible for a man to apply lipstick, he is allowed to use lip balm or chapstick to treat dry chapped lips. Another example would be if he's using a cream or ointment to treat acne.
The Japanese are notorious for their respect for female body hair, and the same applies to their men. They're not afraid to shave their pubic areas. It's not only sexy to look good, but it can also be an important sign of maturity.
If you're reading this as a straight guy, maybe you're way ahead of me and have been using makeup for years. Good for you! However, if you're someone who's been thinking about incorporating makeup into your routine but aren't sure if you should, I say go for it.
Elizabethan England
During Queen Elizabeth I's rule, makeup was wildly popular among men, who valued ghost-white powdered skin. This was also when face makeup was dangerously cakey and made with lead, which often caused serious health problems, including but not limited to premature death.
“Makeup today isn't just about aesthetics – it's about self-definition,” he says. “Men are realising that confidence doesn't have a gender. I don't glam up to hide who I am; I glam up to reveal who I already am.”
In 2021, the Bangkok Post reported about one-third of Thai men between 25 and 34 had purchased foundation or lipstick within the last year. Thailand reflects many of these global trends but with distinct local influences.
Black women are the least likely to use makeup and skin-care products, Grant reported. That may be because they probably have the hardest time matching these products to their skin color and treatment needs. They are, however, the biggest users of fragrance.
More Korean men began to trim their beards or shaved them off. The barbershops of the day functioned as a space that “reformed the hair and beard in a modern way,” according to Jang. Fast-forward to the 21st century, contemporary Korean men are opting to be clean-shaven.
Contrary to feeling uneased by something “unmasculine,” many Chinese men genuinely believe that makeup could lead to their more attractive selves, making them deserve more opportunities in life. Makeup, thus, becomes an instrument for Chinese men to feel more empowered.
For many Japanese women, makeup is seen as a form of social etiquette. They prefer not to be seen without makeup, especially by people they know. Some even feel obligated to wear makeup because they believe society expects it of them.
1. JAPAN. Coming in at first place… drum roll please…is Japan.
With a staggering 72% of US male consumers between 18 and 34 now incorporating makeup into their grooming routines, as a recent Mintel survey revealed, the cosmetics sector is undergoing a transformative shift.
Cho's meticulous efforts to paint the perfect face are not unusual in South Korea. This socially conservative, male-dominated country, with a mandatory two-year military conscription for men, has become the male makeup capital of the world.
Given all this, some people are confused about whether makeup and jewelry are permissible for people of faith. But the Bible never says it is wrong or sinful to wear makeup or jewelry. While the wicked queen Jezebel wore jewelry, so did good women of faith such as Rebekah and Esther.
Yes, your child's deep love of shiny lipstick and glittery eye shadow is absolutely normal. And not only little girls are enthralled – many boys love using makeup and dressing up too. It's a form of pretend play and nothing to worry about. Many young children love to dress up and take on different roles.
A drag queen is a person, usually male, who uses drag clothing and makeup to imitate and often exaggerate female gender signifiers and gender roles for entertainment purposes. Historically, drag queens have usually been gay men, and have been a part of gay culture.
Yes, it is absolutely okay for men to use makeup. Applying m basic makeup for men is great for them to look well-groomed. It's not new for men to wear makeup. Even, in ancient civilizations like Egypt and Rome, men used to wear makeup.
The "3 Date Rule" in Japan refers to the cultural tendency to make a formal love confession (kokuhaku) on or around the third date, marking the transition from casual dating to an official couple, often after building trust with lighter activities like meals or walks, and it's considered a crucial step for clarifying relationship status before deeper intimacy, though it's a guideline, not a strict law.
Gen Z's approach to pubic hair is diverse, with a growing trend of embracing natural body hair, challenging older norms, but many still prefer some form of grooming like trimming over complete removal, with personal preference and comfort being key drivers, influenced heavily by social media trends. While some opt for "au naturel" looks, many in Gen Z trim for a "bikini-shaped bush," balancing naturalness with neatness, and views vary significantly, with TikTok promoting both naturalness and styling.
In Japan, routine male circumcision has never been implemented for newborns and children, and adult males are mostly circumcised at aesthetic clinics. However, media reports indicate a trend of Japanese mothers willing to have their sons circumcised.