Asia’s emerging men’s make-up market is now attracting some of the world’s biggest brands
- South Korea is an increasingly receptive market, thanks in part to the wildly popular K-pop bands
- However, China looms as the great litmus test – its overall beauty market was worth US$44.35 billion in 2018 and is expected to double by 2030
From an eye shadow that opens with the flick of a thumb, Zippo-style, to a barely-there foundation in subtle blue-grey packaging: men’s make-up is getting a makeover as manufacturers bid to take it more mainstream.
France’s Chanel and Japan’s Pola Orbis are among firms launching new ranges to exploit signs of rising demand for cosmetics among men, especially in Asia, betting the tide is finally turning in a segment that has long underwhelmed.
Beyond show business circles or the limited realm of beauty bloggers, the brands have other clients – such as image-conscious executives – in their sights, as they emphasise the undetectable aspects of some products.
“Giving off a sense of cleanliness is becoming a kind of business skill,” said Akira Gogo, president of Pola Orbis subsidiary Acro, which launched a men’s make-up range in September that includes foundation in 15 different skin tones given names like “Crispin” or “Joaquin”.
With some previous experiments in this field flopping, and dominant players such as France’s L’Oreal on the fence, it’s a gamble the companies are reticent to hype up too much.
“We don’t expect to see sales suddenly jump – we’re trying to create a new culture,” Gogo added.
