Manufacturers are actively engaging with male consumers in South Korea. Although the growth of this category has not been as high as for overall beauty and personal care, brands are connecting with male consumers through ongoing efforts to launch new products and show them that the brand cares for them.
The MZ generation uses more male-specific products, with men’s skin care and men’s colour cosmetics especially popular. Older generations are using premium skin care brands, and younger generations are turning to mass brands with a unique brand identity and positioned for a younger target audience.
Influencer marketing is growing in importance in men’s grooming. Products for men used to have fewer marketing efforts, including influencer marketing, compared with products for women.
Premium men’s fragrances is expected to show the highest current value growth over the forecast period, followed by men’s hair care. Men’s hair care products used to be concentrated in anti hair loss, but product diversification is being observed.
Men’s grooming declined in previous years because products positioned as unisex, or women’s products, were chosen over men’s grooming products. However, many start-up brands are starting to launch new products in this category, especially in men’s skin care, which will attract back consumers.
E-commerce is expected to show strong growth in the forecast period, especially in men’s shaving, which has a high e-commerce contribution. However, as male consumers are paying more attention to what products they use, offline stores will maintain their influence in the market despite the strong growth of e-commerce.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in South Korea, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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