In America, many men understand the importance of maintenance when it comes to their bodies. They buy gym memberships. They lift weights. They keep track of their protein intake. But when it comes to grooming, there is a wide scope of education and effort on how to best care for one’s skin and face.
This is far from the case in South Korea, where investing in your appearance is a cultural norm. says, “Many Korean men approach skin care in the same way they approach fitness or wearing nice clothes.” Ethan Wonuk Hwang, MDCosmetic Therapist and Director Cheongdam Labelle Clinic In Seoul. “It’s just a part of showing up as the best version of yourself.” Plus, the goal extends beyond looking good on your Raya profile. “Taking care of your appearance is often seen less as a matter of vanity and more as a reflection of self-esteem, confidence, and professionalism,” says Dr. Hwang. It is also a symbol of respect towards others.
Spend a few days in Seoul and you’ll see what they mean. It’s not uncommon to see men touching up sunscreen on the subway, buying toner during their lunch breaks, or getting laser treatments as casually as getting a haircut.
Ahead, discover the core philosophies—as well as the products and processes—that make South Korea one of the grooming capitals of the world, and how you can best adopt them.
1. Get ahead of the game
If there’s one idea that differentiates Korean grooming from the American approach, it’s that maintenance is better than repair. according to Donald B. Yu, MD, FACSBoard-Certified Facial Plastic Surgeon and Medical Director hello beverly hillsKoreans have put an emphasis on ‘preview’ long before it became a trend in the States. “The focus is on maintaining skin health and delaying the aging process, rather than trying to wait for problems and visible signs of aging to resolve,” says Dr. Yu. The idea is simple: it’s easier (and more practical) to preserve than to repair.
2. Be consistent
Make your skin-care routine a ritual like brushing your teeth — not something you do haphazardly. “Most Korean men focus on small habits they can adopt regularly: applying sunscreen, staying hydrated, and taking care of themselves on a daily basis,” says Dr. Hwang.
3. Expand your view of masculinity
“In many ways, Korean men helped normalize the idea that self-care and masculinity can co-exist,” says Dr. Hwang. “Younger generations in particular are comfortable discussing skin care, hair care and wellness without feeling that these interests conflict with being masculine.” Spending 15 minutes on their hair every morning is considered normal, and grooming is also not something they hide behind closed doors. It’s quite common for people to browse the aisles olive young (a mix between Sephora and CVS, which recently launched its first U.S. outpost in Pasadena, Calif.) is where to go for drinks with coworkers after work.
4. Pick up the toner pad
As far as products go, toner pads — a huge category in the K-beauty and grooming market — are like the skin-care equivalent of keeping a protein bar in your gym bag: low-effort, practical, and easy to access. “Depending on the formulation, they’re a convenient way to soothe, hydrate, and even control oil,” says Dr. Yu. After cleaning, take a swipe to the right.
