Men worldwide are increasingly adopting K-beauty trends, challenging traditional notions of masculinity through skincare and grooming [1, 2, 3].

This shift represents a broader cultural movement where male beauty standards are evolving. By decoupling grooming from femininity, the trend allows men to prioritize self-care and aesthetics on a global scale [1, 2, 3].

The rise of these practices is heavily fueled by the influence of K-pop stars, including members of BTS [1, 2, 3]. These icons serve as global ambassadors for a polished aesthetic, making skincare and cosmetics more accessible and acceptable for men [1, 2, 3].

South Korea has leveraged this interest as part of a strategic soft-power effort [3]. By exporting its beauty standards and products, the nation has expanded its cultural footprint beyond music and cinema into the daily routines of millions [3].

Certain areas have become epicenters for this movement. In Seoul, the Seongsu-dong district has emerged as a notable hub for those seeking to refine their grooming standards [4, 3]. The intensity of these beauty expectations is highlighted by a documentary that tracked the reality of K-grooming over a period of 13 hours [4].

Viral skincare trends on social media have further accelerated the adoption of these routines [1, 2, 3]. These digital platforms allow the K-beauty philosophy, which often emphasizes prevention and hydration over heavy correction, to reach diverse audiences regardless of their geographic location [1, 2, 3].

“K-beauty is growing in popularity among men and challenging traditional ideas of masculinity.”

The global adoption of K-beauty by men indicates a significant shift in the gendered perception of grooming. By utilizing pop culture icons and strategic soft power, South Korea is not just exporting products, but is actively redefining the global standard of male attractiveness to include skincare and cosmetic maintenance.