Generation Z behind surging demand for male makeup

The cosmetics industry is paying close attention to a surge in interest in male makeup – being driven by generation Z.

South Korean manufacturer and retailer AmorePacific has just launched its first male makeup brand, BeReady – 74 years after the company’s creation.

According to a survey by the Consumer Trend Center at Seoul National University, three out of 10 men in generation Z reported using face makeup more than twice a week. Furthermore, more than half experimented with colored makeup in middle school.

AmorePacific says it plans to introduce products specifically targeting generation Z men in rapid succession.

Another South Korean cosmetics firm, Aekyung Industrial, which is currently focusing on expanding its beauty range, launched the Sneaky brand in March.

Since most male consumers purchase cosmetics online, Aekyung opted for an online distribution network. Sunscreen and lip balm are currently the most popular products at the online store.

The sales figure backs up the interest of generation Z men in makeup.

Olive Young, a major health and beauty (H&B) chain store, has also launched sales of male cosmetics products. Sales of male tinted cosmetics rose 77 per cent in the first half of this year compared to last.

That figure surpasses the 40 per cent annual growth rate of men’s makeup for the past three years.


Sales of base products such as cushions for men and BB and CC cream are also on the rise, up 43 per cent in the first half from a year earlier.

“Not only cushion products, but also men’s color lip balm and eyebrow products are particularly popular,” an Olive Young spokesperson said.

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