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NOW READING These 5 K-Pop Guys Prove They’re Man Enough to Embrace Beauty
August 3, 2017

These 5 K-Pop Guys Prove They’re Man Enough to Embrace Beauty

From squeal-inducing boy bands to superstar solo acts, these five K-pop guys are proof that real men aren’t afraid of a good moisturizer. Or sheet mask. Or essence. Or yes, even makeup.



In 2004, I was more than a little skeptical when a friend nudged me toward a YouTube video and swore that I would fall in love at first sight. She ended up showing me my very first K-pop music video, TVXQ’s “Hug.” And as you can probably guess, she was absolutely right.


Fast forward to 2017, and I find myself looking at a photo of Jaejoong, a former member of TVXQ, as he graces the pages of Cosmopolitan Korea’s March 2017 issue. Suddenly, I’m transformed back into a teenager, fangirling over her favorite K-pop boy band. But why was I struck with such nostalgia? Well, as I flipped through the pages, it hit me that Jaejoong hadn’t even aged a day since I first saw him in that music video over a dozen years ago.


Of course, I didn’t need an explanation for this. JYJ, Jaejoong’s current group, takes their skincare very seriously and has been the face of a number of beauty and skincare brands over the years.


k-pop guys
G-Dragon for The Saem


In fact, many of the biggest K-pop boy bands have been embracing beauty endorsements in recent years. After all, Korean men spend more per capita on skincare products than in any other country in the world. (They spend four times the amount as men in second place Denmark.) According to research firm Euromonitor, sales of men’s skin care products in South Korea grew by 86 percent from 2010 to 2015, and there are no signs of it slowing down. One survey has Korean men using an average of 13 beauty products per month (granted, that’s half of what Korean women use), and Iope sells 100,000 Men Air Cushions — yes, that’s a sunscreen and tinted moisturizer-filled compact made for men — a year.


As more and more Korean men join the beauty movement, there’s little doubt we’ll be seeing even more K-pop guys showing off their flawless skin in beauty advertisements. Here are some of our favorite CFs featuring K-pop guys.


EXO + Nature Republic


Let’s be honest here — who didn’t have “Growl” on repeat when it first came out? EXO’s first album sold over one million copies and won Album of the Year at the 15th Mnet Asian Music Awards. In fact, the band was ranked the most influential celebrities by Forbes Korea in 2014. The cosmetic brand Nature Republic decided to capitalize on these (many) influential faces, and in 2013, the boys found themselves in CFs for everything from lip balms and face creams to bars of soap and aloe vera gel.



SHINee + Etude House


Formed in 2008, SHINee has been a fan favorite for years now, and they are the faces behind the popular Korean cosmetic brands Etude House and The Saem. As proof of SHINee’s marketing appeal, Etude House was awarded first place for the Mobile Marketing and Product Promotions category from Web Award Korea in 2012 for this mascara CF.


Rain + Mentholatum


Although he’s not part of a boy band, Rain has been dominating the K-pop scene since 2002. He’s also been quite vocal about his skincare routine, stressing the importance of cleansing, toning, and moisturizing. Get a glimpse of his face cleansing methods in this Mentholatum face wash CF.



Super Junior + Tony Moly


For many fans, it was a memorable day when you finally memorized all the Super Junior names. After all, who wouldn’t want to stare at 13 gorgeous men until you finally recognized each one? In addition to their music, Super Junior is also known for their talents in other areas of entertainment, such as acting and hosting. As such, it was a no-brainer for Tony Moly to place them in a CF, especially one for energy face cream. I mean, have you seen their skin?



G-Dragon + Moonshot


Bigbang’s G-Dragon may be one of the most iconic South Korean entertainers to date — he was, after all, named Forbes Asia’s Most Influential Person Under 30 in Entertainment and Sports in 2016. This is probably why this CF for K-beauty line Moonshot is enough to make you book a ticket to Seoul to buy out their entire store located in tony Garusogil.



And just because we know you can’t get enough of G-Dragon, here’s the behind-the-scenes video of his photo shoot. Enjoy!



Who are your favorite K-pop guys, and have you ever bought a beauty product because of their endorsement? Share your experience!





I beging to use face masks after seeing the ídols usem them d:
Suho I love you bby

I would love to meet a man who takes care of his skin and is confident wearing makeup!
My favorite EXO member is Xiumin he's just soo cute and pretty and cute

Even though it was short the EXO x Nature republic was cute! Xiumin is adorable, no wonder he's my bias!

Love a man who takes care of his skin and is confident wearing makeup! A big icon for men eyeshadow looks would definitely be EXO Baekhyun or NCT Taeyong. I always love their smokey eyes but they look like babies when they wash it all off haha, a reverse charm. My favorite EXO member is super leader Suho! :)

Some Korean male celebrities look really good when they wear eyeliner and/or eyeshadow. Even though they might be good looking without makeup, it amazes me how they have a different vibe with makeup. With eyeliner and/or eyeshadow, they look more manly. But when they don't wear makeup, they just look cute:) My fav exo member is definitely Chen!

fave exo member has to be oh sehun <3 :)

My friend was at my house one day and he saw my bbcream samples and he tried them out and decided to purchase a bbcream for himself. I think he got a TheFaceShop one for men and he stopped using it because his friends were like, "are you by any chance wearing makeup? wtf?" and he just stopped afterwards. It's sad to see how some men still see skincare and makeup as something ONLY girls do.

My dad actually started getting facials regularly years before I even had my first facial! He wears sunscreen and BB cream on the daily, too.

Dang, your dad is so modern! It must be that artist sensibility. :)

My husband regularly wears makeup on set as a model and I like when he comes home with it on because LBR, everyone looks better with a little makeup!

I should definitely try ;p

Wish makeup was more common for men in the west - sucks women are able to cover blemishes and things we dislike while men face ridicule for using cosmetics.

However, I'm glad to see more men here embracing skincare - my fiance tells me to buy two foot peels when I order one for myself, and he's got his own cleanser and spot treatment! (Still steals my sunscreen, though!)

Haha, my husband's skincare routine has been slowly growing, thanks to me. He's now at toner, serum, moisturizer, and sunscreen, and will even sometimes wear a light BB on special occasions. He even pats everything in! :D

heheh .. once you start... you just can't stop anymore and it becomes a habbit ;P