How South Korea Is Redefining Beauty With Genderless and Male-Focused Trends

 

The Rise of Men’s Beauty and Genderless Trends in South Korea

Stella's Meta Description: Explore how South Korea is redefining beauty standards through the rapid growth of men’s grooming and genderless beauty trends. Learn what’s driving this cultural shift and what it means for the global beauty market.

Introduction: A New Era of Beauty in Korea

South Korea has long been a global beauty trendsetter, especially in skincare and cosmetics. But recently, a new movement is gaining momentum: the rise of men’s beauty and genderless beauty trends. These shifts are not just about products—they reflect deeper changes in how beauty, gender, and identity are understood in Korean society.

In this blog post, we'll explore why South Korea is at the forefront of this movement and how these trends are reshaping the global beauty landscape.

Breaking Stereotypes: Men’s Beauty Goes Mainstream

In South Korea, the idea that skincare and makeup are only for women is quickly becoming outdated. More Korean men than ever are adopting multi-step skincare routines, wearing BB cream, or even using subtle makeup for daily life.

Key drivers include:
Influence of male K-pop idols and actors with flawless, dewy skin
Cultural emphasis on appearance and self-care, especially in urban areas
Expanding men’s product lines from major K-beauty brands like Innisfree, Laneige, and Dr. Jart+

According to market research, South Korea has one of the highest consumption rates of male cosmetics in the world.

The Genderless Beauty Movement: Beyond the Binary

Alongside men’s grooming, Korea is also embracing a broader genderless beauty trend. This goes beyond targeting specific genders—instead, it's about creating inclusive products and brand identities that appeal to everyone, regardless of gender.

Characteristics of this movement:
Unisex packaging and branding (minimalist, neutral colors)
Non-binary models and inclusive campaigns
Formulas designed for skin type, not gender

Brands like Tamburins, Hince, and LAKA are pioneering this shift with aesthetics and messaging that speak to a generation moving beyond traditional gender norms.

Gen Z and Social Media as Catalysts

Korea’s Gen Z is leading the charge when it comes to redefining beauty. On platforms like Instagram, YouTube, and TikTok, influencers and everyday users alike share routines, reviews, and tutorials—often featuring gender-fluid or non-traditional beauty styles.

Trends driven by youth culture:
Male beauty influencers with large followings
"Soft boy" aesthetics gaining popularity

Hashtags like #genderlessbeauty and #남자화장 (men’s makeup) trending in Korea
For Gen Z, beauty is not about masculinity or femininity—it's about self-expression.

How Korean Beauty Brands Are Responding

South Korean beauty brands are adapting quickly to these shifts. Product innovation and marketing strategies now often reflect the move toward inclusivity and fluidity.

Recent brand strategies include:
Launching gender-neutral skincare lines
Using diverse models in campaigns
Emphasizing skin health over gendered appeal

This agile response shows why K-beauty remains a leader in the global beauty industry.

What This Means for the Global Beauty Industry

Korea’s beauty evolution offers valuable insights for international brands: Inclusivity is no longer optional—it's expected. Men’s grooming is a high-growth market. Genderless design and messaging appeal to modern consumers. As global audiences grow more open to fluid expressions of identity, the Korean model could become the global norm.

Conclusion: Beauty Without Boundaries

The rise of men’s and genderless beauty in South Korea signals more than just a trend—it’s a cultural shift. Korean consumers are embracing beauty as a tool of self-care and self-expression, free from outdated gender roles. And as always, the rest of the world is watching—and following.