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Actor Cho In-seong, modeling for men’s toiletry brand Miraepa
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Lipstick, powder, mascara, brow gel... How would you feel if you found these products in your boyfriend's backpack? A recent article in Forbes magazine reports that makeup for men is becoming popular in America.
Last year, US$4.8 million was spent on male grooming products, up 7 percent from the year before and a 42 percent increase from 2001. Global makeup brands like Clinique and Clarins are jumping into the market.
And it's not just that special category of men who are buying these products. "Even some Wall Street men are wearing makeup these days," said the vice president of an American consulting company who was in Korea recently.
In some high-end Manhattan hotels that cater to the business elite you can find oil-absorbing paper and lip balm placed in the men's bathrooms. Men in suits can be seen powdering the so-called "t-zone" of the forehead and nose.
And what about Korea? 4VOO, a well-known makeup brand for men that was founded in 2005, has become popular in Korea. The company offers products designed to help guys look their best, like exfoliation scrubs, oil-absorbent powders and blemish concealers.
It's no wonder that men are turning to makeup since studies suggest that the better they look, the more they get paid. According to a report published by the Federal Reserve Bank of St. Louis, people with above-average looks tend to earn 4 percent more than average-looking people. And people with below-average looks tend to earn 9 percent less than average-looking people. With figures like these, don't be surprised if you start seeing men on the subway putting on their makeup.
(englishnews@chosun.com )
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