Kbeauty for Men: Why Do Korean Men Love Skincare?

Long perceived as a women's domain, k-beauty has successfully overturned the codes of global cosmetics. In South Korea, men now devote as much time—and sometimes more—than women to their skincare routine. Creams, masks, toners, and sunscreens are now an integral part of their daily lives. But why this craze? And more importantly, what can we learn from it?

Let's dive into the fascinating world of men's kbeauty , where care rhymes with confidence and modernity.

A deeply rooted culture of appearance

In Korea, appearance has always held an important place. Facial harmony, smooth, clear skin, and an even complexion are beauty ideals passed down for generations. This aesthetic requirement, far from being superficial, is seen as a form of respect for oneself and others.

In modern Korean society, where image plays a central role (social networks, professional world, media), men have adopted facial care not as a matter of vanity, but as a social norm.

K-pop idols and drama actors—often impeccably made up and with glowing skin—have largely helped popularize this vision. Stars like BTS and Hyun Bin have normalized the idea that a man who takes care of himself embodies confidence, discipline, and elegance.

The booming market of male kbeauty

According to the Korea Cosmetic Industry Institute , South Korea is now the world's largest market for men's cosmetics. Korean brands, attentive to the needs of their customers, have developed specific ranges for men: lighter, less scented, but just as effective.

K-beauty 's flagship products—hydrating toners, soothing serums, and non-greasy creams—have become staples in men's bathrooms. The textures are designed to absorb quickly, stay non-sticky, and address specific issues: shaving, excess sebum, enlarged pores, or dehydration.

🧴 Examples of adapted care:

• Anua Heartleaf 77% Soothing Toner – soothing and purifying, perfect after shaving.
• Isntree Hyaluronic Acid Watery Sun Gel SPF50+ PA++++ – a lightweight sun protection, essential even for oily skin.
• Beauty of Joseon Calming Serum Green Tea + Panthenol – balance and hydration for combination skin.
• Skin1004 Madagascar Centella Ampoule – a universal classic, which soothes irritations and strengthens the skin barrier.

All of these products fit easily into a simple, effective, and gender-neutral routine.

Why did Korean men embrace kbeauty?

1. Social and professional pressure

In Korea, looking good isn't an option. During job interviews or professional meetings, a well-groomed appearance inspires confidence. Clear skin is seen as a reflection of an organized and serious personality.

2. A modern conception of masculinity

K-beauty is part of a broader cultural shift: a shift toward masculinity freed from stereotypes. Taking care of one's skin doesn't diminish virility—on the contrary, it reflects a mature, self-conscious attitude toward one's well-being.

3. Simple and effective routines

Korean brands have mastered the art of creating intuitive skincare products. Their lightweight textures, multifunctional formulas, and understated packaging appeal to busy men who want results without spending too much time.

For example, a duo like Anua Cleansing Foam followed by Beauty of Joseon Dynasty Cream offers the perfect balance of cleanliness, hydration and comfort.

4. The role of the media and K-pop

Korean pop culture has largely shaped the image of the “handsome boy with perfect skin.” The concept of flower boys (남자 미인, handsome and refined men) has transformed male beauty codes. Today, light makeup or applying a serum has become commonplace.

The Typical Korean Man's Kbeauty Routine

Although it varies depending on your needs, the men's routine remains faithful to the fundamental principles of kbeauty : cleanliness, hydration and protection.

1. Deep cleaning

A gentle cleanser like Anua Heartleaf Quercetinol Pore Deep Cleansing Foam removes impurities and excess oil without drying out the skin. This is a key step, especially for men exposed to pollution or daily shaving.

2. Hydration with a toner

Toner helps rebalance the skin's pH and prepare it for subsequent treatments. Isntree Green Tea Fresh Toner is particularly appreciated for its purifying and antioxidant properties.

3. Serum or essence

Lightweight serums like Beauty of Joseon Calming Serum or Skin1004 Centella Ampoule can be applied in a few drops to deeply nourish the skin without a greasy effect.

4. Moisturizer

A light but nourishing cream like the Ksecret 1988 Eye Cream Retinal Liposome 4% + Fermented Bean helps maintain skin suppleness and youthfulness.

5. Sun protection

The essential step: sunscreen. UV rays accelerate skin aging, hence the importance of using a treatment like Isntree Hyaluronic Acid Watery Sun Gel SPF50+ PA++++ , which is non-sticky and invisible.

A phenomenon that extends beyond Korea

Men's interest in kbeauty is now spreading internationally. In France and elsewhere, the new generation is demanding a more inclusive approach to beauty.

Men are looking for sensory, effective, and non-judgmental products. Gentle formulations made with natural ingredients (Centella, green tea, hyaluronic acid, niacinamide) appeal to those who want to take care of their skin without resorting to makeup.

On Beautylau.fr , many Korean skincare products are suitable for both men and women — because skin, above all, has no gender.

The concrete benefits of kbeauty for men

• Reduced irritation after shaving thanks to soothing ingredients such as Centella Asiatica or Panthenol.
• Long-lasting hydration without shine, ideal for oily or combination skin.
• Prevention of skin aging via antioxidants (green tea, niacinamide, ginseng).
• Improvement of skin texture , making the face more even and luminous.

Adopting kbeauty means focusing on daily care, rather than one-off repairs.

The Beautylau vision: an inclusive kbeauty

At Beautylau , we believe kbeauty is for everyone—women, men, young and mature skin. Our brands, like Anua , Isntree , Beauty of Joseon , and Skin1004, offer products tailored to every need, regardless of gender.

And if you're still unsure where to start, our Beautylau skincare quiz helps you determine your skin type and ideal routine in just a few clicks.

To finish...

K-beauty for men isn't a passing trend, but a true cultural revolution. In South Korea, taking care of one's skin is a daily act of respect, balance, and confidence.

Far from the stereotypical image of feminine makeup, Korean men have redefined beauty as a universal well-being. Through light, natural, and effective skincare, they demonstrate that skin deserves attention and consistency.

Adopting kbeauty for men means choosing a minimalist but expert routine, naturally healthy skin, and elegance that transcends gender.