What individuals name female these days, just isn’t really female? Breaking down all of the gender-biased partitions may pave a path for a extra accepting and colourful future. Which’s real-life instance is South Korea. Simply because they accepted the truth that males can put on make-up too, they’re now the fourth on the listing of highest cosmetics business gross sales. From vivid hair dye, heavy eye make-up to flashy stage costumes, among the key parts of a Ok-pop boy band defies typical magnificence requirements for males. With Ok-pop and Ok-dramas presently being within the world highlight, it truly is altering the way in which the world views males’s make-up.
South Korea has since develop into the epicenter of magnificence, and Ok-pop males are actually synonymous with cosmetics. South Korean males are believed to spend essentially the most per capita on cosmetics merchandise of all males on the planet. Skincare is an enormous enterprise in South Korea, the place the Ok-beauty business is estimated to be valued at round $13 billion. Moreover, a 2018 World Knowledge report discovered that three-quarters of Korean males obtain magnificence therapies not less than as soon as per week. South Korea accounts for about one-fifth of the worldwide marketplace for male cosmetics. David Cho, who co-founded the Soko Glam Korean magnificence web site along with his spouse Charlotte, mentioned male cosmetics don’t have anything to do with sexual orientation. Simply as “metrosexual” now appears like an antiquated time period for a person who appreciates grooming and vogue, Cho mentioned, it may very well be a matter of time earlier than the male make-up motion goes outdoors Asia.
We frequently see Ok-pop woman teams and prime South Korean actresses entrance magnificence campaigns reminiscent of BLACKPINK’s Jennie for Hera and Music Hye-Kyo for Sulwhasoo. However equally influential are the male idols and actors who’ve fronted magnificence campaigns and develop into ambassadors for magnificence manufacturers. Now, we’re seeing this development unfold to the West the place among the greatest magnificence manufacturers have appointed male Korean stars to entrance their very own magnificence campaigns to a world viewers. Like, the solo artist and CEO of KONNECT Leisure, Kang Daniel has been introduced to be an official model mannequin for Givenchy Magnificence. That is additionally the primary time the model has a male celeb entrance a magnificence marketing campaign for make-up. Charismatic South Korean actor Lee Dong-Wook was introduced to be the face of Boy de Chanel, the French Maison’s cosmetics vary focused in direction of males. The Bangtan Boys aka worldwide well-known BTS, have already been the face of many manufacturers. However the group’s most notable magnificence collaboration was with VT Cosmetics, a Ok-beauty model that instantly shot to fame after BTS grew to become their ambassadors. In 2018, Ok-pop boy group MONSTA X was introduced to be the face of Ok-beauty road-shop model, TONYMOLY. Which was an enormous success too.