Soldiers are emerging as a big player in the cosmetics industry.
Although Korean men traditionally tend to splurge on skincare products when they enter university or start a new job, the biggest buying frenzy these days seems to occur when they serve in the military.
Strong sun creams, anti-hair-loss shampoos, facial mask packs and fragrant toiletries are particularly popular among soldiers.
"While men usually buy one product per visit, those who are serving in the military tend to buy three to four products at once. The fact that they don't get to leave their post that easily probably plays a part, but I also think there's a psychological aspect to it," said Kim Jung-sook at Lab Series, which specializes in men’s skincare products.
She added that young soldiers seem to take comfort in buying these products amid the strict discipline of military life.