This chapter delves into the growing influence of South Korean culture on beauty standards for men, highlighting the booming men's skincare market and evolving definitions of masculinity. It examines the shift in societal expectations as young male consumers increasingly adopt grooming practices that challenge traditional norms, reflecting on past and present influences on male beauty.
From salons to skincare, men around the globe are upping their self-care game! We ask what it means to be a man in 2024, and dig into some of the numbers behind this recent change in men's beauty behavior. On the show: Heyang, Steve Hatherly & Gao Junya