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Make me up like a K-pop boy
More men, including straight ones, have embraced make-up as a tool for that perfect look, say industry players and make-up artists
This article first appeared in The New Paper on Dec 16, 2012.
By Benson Ang
They use foundation. They put on eyeliner.
And they are men.
More guys are using make-up – cosmetic brands, shops and industry veterans tell The New Paper on Sunday.
In case you’re wondering, these men are straight too.
While beauty houses have always wanted to target men as an alternative to a saturated women’s market, industry players say they are seeing an uptick in the consumption of men’s make-up – partially thanks to Korea.
Well, K-pop to be precise.
Apparently, men now want to get that smooth, well-manicured look of K-pop stars.
South Korean cosmetics makers have already capitalised on the popularity of the music genre and the stars to win over Asia’s growing market for male cosmetics.
Images of pretty-boy K-pop idols are often seen outside Korean skin care and cosmetic brands The Face Shop and Etude House.
The Face Shop’s current face is Korean superstar Kim Hyun Joong, who is well known for his role in the 2009 Korean drama Boys Over Flowers.
Before that, it used Korean actor Bae Yong Joon, who rose to fame in the hit 2002 drama Winter Sonata, to advertise its products.
The current face of Etude House is five-member SHINee, which last week held a concert here attended by 8,000 people.
Korean actor Lee Min Ho, also of Boys Over Flowers fame, was previously an ambassador for Etude House too.
And men seem to be lapping it up.
Men’s grooming store WhatHeWants, a speciality male beauty store with outlets at The Cathay and Orchard Central, has seen a steep increase in men buying and using make-up over the last three years.
Compared to last year, it has already seen a 20 per cent increase in the sales of its make-up products this year.
Make-up products now make up 10 per cent of its total sales, compared to 7 per cent last year.
The most popular make-up among men? Concealer, foundation and eyebrow mascara, says the store’s general manager, Mr Tan Seng Hwee.
“In the last three years, K-pop is everywhere – on the Internet, TV, magazines.
“With such media influence, many guys do want to look like K-pop stars.
“They are looking for quick and easy ways to achieve instant results for flawless skin, and using men’s make-up products can achieve this.”
Over at cosmetics brand M.A.C Cosmetics, two or three of every 10 customers are now men, says Mr Beno Lim, a senior artist there.
Just five years ago, there was hardly any.
“This trend is likely to continue in the coming years,” he adds. “The influence of Korean and Japanese music and movies is really great.
“Looking good doesn’t just apply to the women any more.”
Make-up brand Sephora is also seeing more men buying and using its products.
Says Ms Jennie Foey, regional training manager for Sephora Southeast Asia: “K-pop stars have brought a ‘perfected’ look to the mainstream, showing the world that men actually do wear make-up.
“As a result, more men are becoming interested in looking ‘perfect’ (as) it makes them feel better about themselves.”
It’s not only the shops.
Prominent local make-up artists like Andy Lee and Ivy Chen have also noticed fashion-conscious young men turning to make-up.
Says Mr Lee, 49, who has been working as a make-up artist for 25 years: “K-pop stars are stylish, flamboyant and have flawless skin. Who doesn’t want to look like them?”
Social attitudes towards men wearing make-up are also changing, he notes.
“In the past, men only wore make-up when they were going onstage or on camera.
“But now, some of them are doing so in their daily lives, or when they go clubbing.
“Men are indeed becoming more vain and this is one of the effects.”
Ms Chen, who is in her 30s, adds: “The young like to copy their idols, and what’s bigger than K-pop now?
“Young men are also paying more attention to grooming and don’t think it’s ‘sissy’ to put on make-up.
“There is less stigma these days.”
Student Charles Loo, 23, started using make-up last year, when his friends introduced him to K-pop.
He says he was drawn to the polished looks and funky hairstyles of K-popsters, and turned to make-up to recreate the “look”.
“Make-up lets me feel confident and present the best of myself to the world.”
That’s why he doesn’t leave the house without putting on eyeliner, concealers and contouring powder, which he buys from The Face Shop and Too Faced.
The routine takes him five minutes a day.
He says: “The eyeliner makes my eyes look bigger and the concealers hide my eyebags.
His inspiration is K-popster Nichkhun Horvejkul from 2PM, whom he says looks “suave and macho”.
Since he started using make-up, more people have been taking notice of him on the street, he says.
His family has commented that his complexion looks “better”.
And when he uploads photos of himself online, some of his friends comment that he looks “handsome” and “beautiful”.
“The compliments encourage me,” he says.
But there are also friends who find make-up “gay” for men, though he scoffs at such suggestions. He says it helps in his hunt for women too.
“There’s a saying that there are no ugly men, only lazy men.”
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Men’s Skincare: How to Treat Your Face
Some say women are the more sensitive than men, and it’s definitely true when it comes to your face.
Dee Anna Glaser, MD, professor of dermatology at Saint Louis University, says, “Men’s facial skin is typically thicker than women’s and less likely to be sensitive to ingredients in facial cleansers and moisturizers.” Skincare is also usually a simpler routine since men typically don’t wear makeup.
But shaving is another story. For men with heavy beards or curly or kinky hair, irritation and razor bumps can be a big problem. With proper face care, though, those hazards can be made a thing of the past and a clean, smooth face can become a welcome daily occurrence.
Bar Soap or Liquid Cleansers for Men
Most men prefer bars to liquid cleansers. That’s fine as long as you have normal or oily skin. But bar soap tends to dry skin out more than liquid cleansers. “If your skin feels tight or a little itchy after you wash your face, try switching to a liquid cleanser,” Glaser says.
- If you insist on bar soap, look for moisturizing soaps with emollients such as glycerin. Many are made with vitamin E oil, olive oil, or jojoba oil.
You may experience problems with acne if you have very oily skin. Acne is caused by excess oil production that clogs pores, causing inflammation.
Look for soaps or liquid cleansers that contain salicylic acid, glycolic acid, or benzyl peroxide. All three of these exfoliating agents remove the upper layers of dead skin and allow for deeper cleaning of pores. They also have antibacterial properties.
Moisturizers for Men
Some soaps are laced with moisturizer, and for some men they work just fine. But the surest way to moisten your skin after washing it is to apply a moisturizer.
- For dry skin, choose a cream, which is the thickest formulation.
- For normal skin, reach for a lotion, which is lighter and less oily.
- For oily skin, choose a skin toner or gel.
If you have problems with acne, moisturizers that contain glycolic acid or salicylic acid will help remove dead skin and keep your pores from clogging, dermatologist Carolyn Jacob, MD, says.
Sunscreen Protection for Men
Lots of facial moisturizers promise to keep your face young, but not all of them deliver.
“A lot of products these days tout the fact that they contain antioxidants,” Glaser says. “Theoretically, they should help. Sunlight and pollution cause oxidative damage to skin. But so far, we don’t have any scientific evidence one way or the other that says antioxidants at the level contained in skin products really help.”
Prescription-strength products with retinol (Retin-A) do smooth out fine lines and wrinkles and even reverse signs of aging at the cellular level. But the lower levels of retinol found in over-the-counter products may not be high enough to do much good.
read the rest of the article here
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seems like the men here not particular about grooming...........?
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I think cleanser is very important for men since they do not use other skincare products such as moisturiser much.
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