South Korea has become the male makeup capital of the world, with South Korean men spending $495.5 million on skincare last year, according to global market research firm Euromonitor International.
Amorepacific, South Korea's largest cosmetics company, says the total sales of men's cosmetics in South Korea this year will be more than $885 million, reports MyFoxDC.com.
The use of makeup by South Korean men is because of competition for jobs, advancement and romance in South Korean society, where a popular catchphrase is "appearance is power."
Apparently, it is not uncommon to see a young woman take lipstick out of her purse and apply it to her man's lips as they talk.
U.S. cosmetics companies also report growing sales in male cosmetics, but American men are often wary of makeup.
In contrast, South Korean men are barraged daily with media suggesting that flawless skin is an important part of any plan to get ahead at work and romance.