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According to new research from global market research firm, Euromonitor International, South Korean men account for nearly 21 per cent of global sales of skincare products and spend $495.5m a year on looking good.
Foster Klug of the Associated Press writes, "The metamorphosis of South Korean men from macho to makeup over the last decade or so can be partly explained by fierce competition for jobs, advancement and romance in a society where, as a popular catchphrase puts it, 'appearance is power.'"
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