Korean beauty boom targets next big audience

https://www.youtube.com/watch?v=xg4ghMyIgTU

ABC News correspondent Juju Chang traveled to Seoul, South Korea, to explore how the country's influential beauty industry is increasingly focusing on men as skincare and grooming become more mainstream among American consumers.

Men's grooming is becoming more mainstream

South Korea has long been considered a global leader in skincare innovation. Now, companies are expanding their reach by developing products and marketing campaigns aimed specifically at men, reflecting changing attitudes toward self-care and personal grooming.

Industry trends include:

• Multi-step skincare routines designed for men.

• Lightweight moisturizers and sunscreens.

• Cosmetic products such as tinted moisturizers, eyebrow grooming tools, and concealers.

• Greater emphasis on healthy skin rather than simply covering imperfections.

Why it matters

The growing popularity of K-beauty among American men is driven by:

• Increased awareness of skincare through social media.

• A shift toward wellness and preventative skin health.

• Celebrity and influencer endorsements.

• Easier access to Korean beauty products through U.S. retailers and online marketplaces.

Seoul remains the center of innovation

Seoul continues to be at the forefront of beauty trends, with companies investing heavily in research and product development. Many innovations that gain popularity in South Korea eventually make their way into international markets.

Bottom line

As attitudes toward men's grooming continue to evolve, South Korea's K-beauty industry is expanding its influence by catering to a growing number of American men who view skincare as an essential part of their daily routine rather than a niche interest.