Makeup is usually stereotyped with a girl’s accessory. And if the topic of makeup and men come around, people start treating it as something weird. To be honest, South Korea is one of the very few countries where men can do as much makeup as they like and no one cares. Men are not thought to be less masculine if they go for beauty products.
South Korea not only has female beauty product ambassadors but also male actors and models promoting beauty products. People walk around the street in makeup and no one bats an eye towards them. It is just as common as for the girls to walk around.
The global beauty companies sensed the depth of this trend and started promoting it. The biggest beauty companies in the West have started appointing the Korean male celebrities as the face of their product and people’s perception is changing.
All of this started with the Kpop idols who were made pretty on the stage before they performed. Earlier this was just to ensure that they looked good on camera but later it turned into a choice and a common thing.
Slowly, it started spreading among the common guys and you could easily witness around a third of the men walking around in makeup. It became the norm eventually and stereotypes were broken.
This went ahead to the western countries and it has started breaking off the stereotypes there as well as the Korean stars are getting popular globally. They make it clear that having pretty boys around is not a bad thing and it is completely fine for guys to look pretty.
Kang Daniel from Wanna One has become the official face of Givenchy Beauty. Similarly, Lee Dong Wook is the face of Chanel beauty now. The Chinese singer and Kpop idol, Jackson Wang is the ambassador of Armani beauty.