늘어나는 화장하는 한국 남자들, 이유는?
There was a time when bulking up and being a little neanderthal was all the rage for men.
Times are a changing.
These days more men, especially in Korea, allocate a greater amount of time and energy staying stylish... be it fashion or cosmetics.
For our newsfeatures tonight, Kim Hyesung zooms in on the trend that goes against conventional ideas of masculinity.
Filling in eyebrows, applying foundation and concealers, then contouring the nose and jawline for a sharper look.
It's male beauty creator Kim Ki-soo's makeup tutorial, with close to 120-thousand subscribers.
Kim says when he first launched the video last November, almost 100 percent of his followers were women.
But now, more than 30 percent are men.
"Many male followers message me, asking which products I use and how to apply them. For instance, questions like how can I not make the foundation look too thick, how to shape eyebrows. All these reactions, unimaginable just several years back, show how there are quite a lot of Korean men who are interested in putting on makeup."
While not going as far as wearing full makeup,... putting on basic makeup like bb cream and concealer is becoming more common for men in Korea.
27-year-old Lim Tae-hyun is one of them. He says applying makeup is a must before heading out.
"I put on makeup to look sharper, cover my blemishes and thicken my eyebrows. It boosts my confidence. And in fact, people don't even realize that I'm wearing makeup because it looks natural, so I like it."
According to a survey by research firm Interfashion Planning,... out of the Korean men who bought cosmetics at drug stores last year,... 39% wear make up for confidence, and 32 percent do it to have a competitive edge, meaning more than 70 percent wear makeup for a better appearance.
In fact, Korean men are the world's top per-capita consumers of cosmetic products. With nearly four times the purchases of runner-up Denmark, Koreans make up a fifth of worldwide sales.
"As demand for male grooming products continues to grow in Korea, cosmetic brands are further diversifying their product line-up, coming up with men-only cosmetics, ranging from toners and moisturizer to eyecream."
But the long list of cosmetics on offer could be somewhat foreign for men... creating a demand for so-called "male beauty directors."
"Men are interested in looking good. It's not a desire limited to women. But men could still feel uncomfortable or somewhat shy asking women how to use items X, Y and Z. So male-to-male, we provide them with consulting, look at their skin type, recommend items to them, and tell them the step-by-step process."
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