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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