Technological Advances in Men’s Grooming in South Korea

Introduction

South Korea's men's grooming sector is experiencing significant growth, driven by changing societal norms, increased awareness of personal care, and the influence of K-beauty trends. Men are increasingly seeking skincare and grooming products tailored to their needs, prompting a surge in demand for specialized products such as moisturizers, cleansers, and shaving essentials. This shift is further supported by the rise of male influencers and the normalization of male beauty standards in the media. The momentum was clearly visible in August 2025, when Olive Young’s first “Men’s Beauty” popup store in Seoul attracted over 12,000 visitors in just 10 days, with young men eagerly testing multifunctional moisturizers, tinted lip balms, and other tailored products. The overwhelming response highlights how male grooming has become both mainstream and aspirational in South Korea.

Government initiatives promoting gender-neutral beauty standards and supporting local cosmetic enterprises are fostering a conducive environment for innovation and market expansion. These efforts are complemented by investments from both domestic and international players, enhancing product offerings and distribution channels.

The South Korean male consumer is becoming more discerning, seeking products that offer functionality, convenience, and efficacy. Brands are responding by developing multifunctional products that cater to modern lifestyles. The popularity of minimalist skincare routines and the demand for products with natural ingredients are also influencing product development.

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Technological Integration and Digital Transformation

Technology plays a pivotal role in the evolution of the men's grooming sector. Brands are leveraging digital platforms to engage with consumers, offering personalized skincare consultations and product recommendations through AI-driven tools. Virtual try-on technologies are also being integrated into e-commerce platforms, allowing consumers to experience products virtually before making a purchase.

Strategic Investments and Partnerships

Between 2023 and 2025, several strategic investments and partnerships have shaped the men's grooming sector in South Korea. In August 2025, CJ Olive Young reported that the share of male first-time buyers rose from 20% in 2021 to 30% in 2025, with sales of men’s cosmetics up nearly 40% year-on-year. The retailer also invested into the expansion of it’s product line to include tone-up sunscreens, color lip balms, and hair treatments, reflecting rising self-purchasing trends among men in their 20s and 30s.

The convenience of online shopping, coupled with targeted digital marketing strategies, has driven adoption among consumers. Additionally, brick-and-mortar stores remain important, especially in urban areas where consumers prefer to test products before purchasing. Retailers are adopting omnichannel strategies, integrating online and offline experiences to provide a seamless shopping journey for consumers. Pop-up stores and exclusive product launches are also utilized to create buzz and attract consumers to physical locations.

The South Korean men's grooming sector is poised for continued innovation and growth. Opportunities exist in niche segments such as beard care, anti-aging products, and wellness-oriented grooming solutions.

Brands that focus on personalization, sustainability, and digital engagement are likely to lead the sector. Collaborations with influencers and participation in international trade fairs can further enhance brand visibility and consumer trust.

Table of Contents

1. Overview of South Korea Men’s Grooming Sector
2. Market Definition and Scope
3. Consumer Behaviour and Preferences
4. Product Trends and Innovations
5. Strategic Investments and Partnerships (2023–2025)
6. Technological Integration in Grooming Solutions
7. Distribution Channels and Market Reach
8. Government Initiatives and Industry Support
9. Sustainability and Ethical Practices
10. Future Outlook and Strategic Opportunities

Related Resources

Male Grooming Products Market

K-Beauty Products Market