London, Sept 18 (ANI): The socially conservative, male-dominated country of South Korea, with a mandatory two-year military conscription for men, has become the male makeup capital of the world.
According to global market research firm Euromonitor International, South Korean men spent 305.6 million pounds on skincare last year, accounting for nearly 21 percent of global sales, the Daily Mail reported.
That makes it the largest market for men's skincare in the world, even though there are only about 19 million men in South Korea.
Amorepacific, South Korea's biggest cosmetics company, estimates the total sales of men's cosmetics in South Korea this year will be more than 544.5 million pounds.
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," the report said.
Women also have a growing expectation that men will take the time and effort to pamper their skin, it added. (ANI)