Cosmetics Industry Shifts Focus with More Korean Men Wearing Makeup

Amorepacific’s men’s cosmetics brand B.READY.

SEOUL, May 15 (Korea Bizwire) — South Korean cosmetics industry is increasing its focus on products for men due to the growing number of men wearing makeup.

B.READY, a men’s cosmetics brand under Amorepacific Corp., has consistently achieved double-digit growth since its establishment in 2019. Last month, the brand’s sales were 173 percent higher than the previous year.

The brand offers a comprehensive range of products, including concealers, powders, shadows, and eyebrow pencils. This year, it expanded its portfolio by introducing perfume and hairline cushions.

In February last year, LG Household & Health Care Ltd. launched SPIFFCODES, a male cosmetics brand, through its The Face Shop brand.

The brand provides all-in-one solutions, as well as blemish balm cream and lip balms.

Meanwhile, health and beauty store operator CJ Olive Young has witnessed a 46 percent increase in male cosmetics sales this year as of May 8. Sales of color cosmetics, in particular, have surged by 131 percent.

Among male consumers, lip makeup products (166 percent) and eye makeup products (48 percent) have gained significant popularity.

“Color cosmetics are becoming increasingly popular among men as people are starting to remove their masks,” an industry source said.

Ashley Song (ashley@koreabizwire.com)

In February last year,