Men's Grooming in South Korea

PROSPECTS

Men’s shaving posts lower contribution compared to peer countries

Men’s shaving is not as strong in South Korea compared to other developed countries. Especially for post-shave products, which are not considered as a necessity for male consumers in South Korea as many feel post-shave products can be too strong and may irritate sensitive skin.

Men’s skin care in South Korea has significance presence in global terms

Per capita male spending in men’s skin care is exceptional in South Korea. The world’s eyes are on South Korean male consumers, on how they consume beauty and personal care, what innovation is identified, and why they use so many products.

Men’s skin care claims and functionality show greater sophistication

Long before men’s skin care boomed in South Korea, men’s skin care functionality was quite limited and simple such as moisturising or pore treatment. As male consumers developed specific needs in skin care, features and functionality of products developed to show diversity.

COMPETITIVE LANDSCAPE

AmorePacific and LG Household & Health Care show dominance

AmorePacific leads men’s grooming in 2018, with several male-specific brands such as Hera Homme and Odyssey. LG Household & Health Care is not only showing good performance in men’s skin care but also in men’s shaving with its Schick brand.

Competitive landscape in men’s grooming expected to be intense

Local players are participating in men’s grooming to benefit from the potential growth. Non-beauty and personal care brands such as personal accessories and apparel brands are starting to launch cosmetics brands.

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