South Korean men use 13 grooming products on average a month, almost half the number that their female peers use (South Korean women follow multi-step skincare routines, involving cleansers, essences and ampoules). Almost all big South Korean brands have men’s lines. The country’s male skincare market doubled in value from 2009 to 2014. Its men are the leading consumers of male cosmetics (one-fifth of worldwide sales).

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