SEOUL: Before heading to work every day, Shawn Jung spends about 30 minutes in front of the mirror putting on makeup.
“When we go for interviews, it’s good to give a good impression. And looks matter in Korea,” said a Korean job-seeker in his 20s. Analysts said the face of male beauty is changing in South Korea due to the popularity of “pretty boys" seen in K-pop bands and dramas, and that has also helped to promote Korean men’s cosmetic products not just in the country, but around the world.
“In the past, being healthy meant being strong but now it’s more than just being strong. The desire to stay young keeps growing. And so in the future, the desire to take care of one’s skin will continue to grow among people in their 40s, 50s and 60s.”
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