Pub quiz question: which country leads the world in male skincare? Answer: South Korea.
At $565m South Korea was last year the world’s largest market for men’s skin creams and lotions, according to a Euromonitor report. China will take first place this year, but, for the foreseeable future, South Korean guys will still stay far ahead of the rest of the world in terms of per capita expenditure.
This may seem strange in a country where men pride themselves on their hard-working culture. But male cosmetics don’t have the ‘soft’ connotations they do in the west. They’re part of mainstream male life. Continue reading »