When care or beauty of their skin, Lee Woo-jung (27) currently owns 1 gym in Seoul often perform the same basic steps apply rose water and apply a moisturizer, a little "BB cream" and sunscreen to cover facial defects without being commented that excessive makeup.

Brother Lee shared with reporters.

Lee not only I, today, this beauty routine has become popular with most Korean man aged 20. "Everyone will have a different perspective when I know take care of your skin. Having good looks helps me work more convenient. When you meet anyone, they will also open, more friendly to me, "Lee shared when he was on his way to buy cosmetics and girlfriend in Hongdae district , Seoul. 

Tall and get perfect hair and angular cheekbones, Lee excitement answered the questions of reporters. Lee's appearance may be slightly different but care habits and his makeup, nothing is special in this country.

In recent years, Korea is increasingly known for skin care products and beauty for women.However, now, a lot of guys, even the older men, is also very interested in beauty. This has made cosmetic industry for men become developed with inexpensive price.

"In Korea, the beautiful and dynamic characteristics are considered extremely attractive. Youth means capable", Eric Min (41), deputy director of the magazine for men Luel share. Despite the exchange of forty, but, Director Min still get glowing skin, perfect no wrinkles. "Therefore, just as your child has a plus already," Min said.

Every year, the cosmetics industry in Korea earned about $ 10 billion through cosmetic brands like Nature Republic, Etude House, Missha or Tony Moly ..., in which markets cosmetics Korea Nations most Chinese and Southeast Asian countries. Even tourists are willing to pay for to take Korea and cosmetics to stores to purchase beauty products.

In the context of the market cosmetics for women increasingly saturated, the cosmetic company in Korea has begun advertising campaigns, product development direction to the other side of the world.

Indeed, in South Korea and other countries in Asia, in cosmetics for men bring many promises by the potential customer base in many countries are under strong influence from the actor and singers in the entertainment industry of Korea.

Products for men produce more than 10% (equivalent to 1.5 billion dollars) of revenue from business activities in the Korean cosmetics. Mr. Kang Jae-joon, head of equity research at Franklin Templeton Group said in the past 4 years, the market for men's cosmetics increased by about 9% per year.

What kind of cosmetics for men often include skin care products such as rose water, essences, creams and the eyebrow pencil. BB cream is also popular cosmetics. Even Innisfree, a famous cosmetic brand of Amore Pacific, also launched series eyebrow pencil brown, green or black for men when they join the military service. In addition to the beauty products, many of the website in Korea are racing to guide how makeup men ever so casually.

"Korean society is very highly competitive, and to get the chance to do as well as girls, young boys need to get good looks," Kang (48) share and said he often used facial cream after every outdoor sport.

His colleagues, he Oh Se-bomb (32) even the more complex skin care products including anti-aging and eye cream. He said the Korean cosmetic companies realize that they have missed half the cosmetics consumer market untapped.

"With the Korean company, cosmetics for men like the blue ocean. Therefore, they are stepping up the product line," he said Oh.

The representatives from Innisfree is trying to identify potential new customers for 1 sports event will take place on one fine day to come. "There are many people who are in our sights," Lim Chae-dok, Innisfree's marketing director, said, referring to the boys reach 20, 30 years old. 

With men, the introduction of the product is extremely important because, "Many people do not themselves choose products that only use what gave his girlfriend," he Lim shared.

Innisfree not provide detailed sales plan, however, cosmetics firm said it would offer 30 products for men. The company also revealed that since the promotion of products for men, its customer base has increased by 13%.

A 37 year old worker, Choe Yong-son you are watching movies with family, said: "While performing military service, my skin was deteriorating, so I started using cosmetics the mother, especially moisturizers. Having one thing that I want to share, Korean men are often concerned about their skin before marriage, "he Choe share.