Global Market Surferby INTAGE Inc

Do all Korean men wear makeup? A comparison of men's cosmetics in Korea, China, and Taiwan

• Release date: Nov 25, 2025
• Update date: Nov 25, 2025
• 94 Views

• Beauty
• MakeUp
• China
• Personal Care
• Korea
• Asia
• Taiwan
• East Asia

Due to the influence of K-POP, some people may hold the image that “all Korean men wear makeup.” The sophisticated makeup and flawless skin of globally popular K-POP idols often spark discussions overseas about Korean men's beauty consciousness.
So, how widespread are makeup and skincare among Korean men compared to other East Asian countries? This article compares the beauty habits of men in Korea, China, and Taiwan based on Intage's Global Viewer data (2024).

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1. South Korea: “Image” vs. “Reality”? Self-Management Takes Root as Culture

The flawless makeup and translucent skin of Korean male idols have left a strong impression on fans worldwide, spreading the image that “Korean men wear makeup.” But do Korean men actually use more cosmetics than men in other countries?
Comparing them to China and Taiwan reveals the reality behind this image.

According to Intage's Global Viewer data (2024) (Figures ①②), Korean men show higher usage rates for both skincare and makeup items compared to men in the other two countries.
Not only are usage rates high for skincare items like toner, lotion, serum, all-in-one products, and sunscreen, but makeup products such as BB cream (approx. 30% usage rate) and lip gloss (approx. 20% usage rate) are also used.

Figure 1: Skincare Product Usage Rates Among Men Aged 18-49 in China, South Korea, and Taiwan (Left)
Figure 2: Makeup Product Usage Rates Among Men Aged 18-49 in China, South Korea, and Taiwan (Right)
Source: INTAGE Global Viewer (2024)

In Korea, a notable trend is the growing popularity of items used not just for “skin conditioning and care,” but as “light makeup” that enhances the appearance of the skin and face. For example, lotions with tone-up and coverage effects have recently drawn attention, and the top-selling men's lotion at Olive Young (a Korean drugstore) is a type that naturally evens out the skin. Additionally, lightly tinted lip balms (so-called color lip balms) are popular and are becoming established as part of “daily makeup” that naturally enhances a healthy glow.

OBgE Men's Cover Lotion
(an all-in-one product combining lotion, sunscreen, and BB cream in one)

Grafen Men's Lip Balm. A tinted lip balm that adds a subtle hint of color.

In South Korea, a culture emphasizing a “natural and clean impression” is deeply ingrained. Rather than “flashy makeup,” items that create a natural look conveying the impression of “always taking care of oneself” are preferred.

2. China: Diverse Styles and the Expansion of Self-Expression

Both China and Taiwan prioritize functionality and practicality, with similar levels of skincare product usage. However, when it comes to makeup items, China shows relatively higher usage rates, with approximately 10-15% of men incorporating point makeup such as lip products, eyebrow products, and mascara.

Figure 3: Beauty and Grooming Awareness Among Men Aged 18–49 in China, South Korea, and Taiwan
Source: INTAGE Global Viewer (2024)

According to Intage's Global Viewer data (2024) on overseas residents, Chinese men show a strong desire to boost their self-confidence and improve others' impressions of them by grooming their appearance. Makeup may be seen as a natural extension of this, accepted as a means to enhance one's visual impression. Influenced by this mindset, there appears to be a tendency to emphasize a more distinct style and eye makeup to make a stronger impression, rather than prioritizing a “natural and understated look” as seen in South Korea.

3. Taiwan: Will it become a market to watch?

Looking at Figures ① and ② above, we see that Taiwan has the lowest usage rate of makeup items among the three countries. On the other hand, among skincare items, Taiwan has the highest usage rate of facial cleansers among the three countries. This indicates a strong awareness of keeping skin clean and a deeply rooted culture that prioritizes “cleanliness” above all else.
 
Beauty routines are generally divided into steps: “Cleansing (keeping skin clean) → Moisturizing (skincare) → Makeup (enhancing appearance).” For Taiwanese men, the first step—cleansing—is already widely established. Therefore, the market has significant potential for growth, with the next step being the broader adoption of moisturizing and overall skincare, followed by the eventual development toward makeup.

4. Conclusion: The image created by K-POP is not entirely a misunderstanding.

K-POP has created a global image of “Korean men = wearing makeup.” Looking at the data, Korean men's usage rates for skincare and makeup items are indeed higher than in China and Taiwan, suggesting this image isn't entirely a misconception. That said, even for the most popular item, BB cream, usage is only around 30%, so it's not permeated to the extent that “all men wear makeup.”
 
Furthermore, looking at other East Asian countries, it's not just Korea—in China and Taiwan too, men's cosmetic items are steadily becoming established within their respective cultures. Rather than saying “Korea is unique,” it seems fair to say that “men's beauty consciousness” is shifting across all of East Asia.

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  Author profile

  Sunyoung Lee

  A Korean living in Japan for 7 years. Joined Intage in 2025.
  Interested in cosmetics and skincare, loves trying new products.

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  Editor profile

  Risa Takahama

  After working in marketing research support for Japanese FMCG manufacturers (cosmetics, baby products, food and beverages, etc.) in Asia, Europe, and the U.S., from 2019, in his current position, he develops solutions for overseas marketing research for Japanese companies and conducts seminars and other outward communications.