South Korean men spent $495.5 million on skincare last year, accounting for

South Korean men spent $495.5 million on skincare last year, accounting for nearly 21 percent of global sales, according to global market research firm Euromonitor International. That makes it the largest market for men’s skincare in the world, even though there are only about 19 million men in South Korea. Amorepacific, South Korea’s biggest cosmetics company, estimates the total sales of men’s cosmetics in South Korea this year will be more than $885 million.

The metamorphosis of South Korean men from macho to makeup over the last decade or so can be partly explained by fierce competition for jobs, advancement and romance in a society where, as a popular catchphrase puts it, “appearance is power.” Women also have a growing expectation that men will take the time and effort to pamper their skin.

Evidence of this new direction in South Korean masculinity is easy to find. In a crowded Seoul cafe, a young woman takes some lipstick out of her purse and casually applies it to her male companion’s lips as they talk. At an upscale apartment building, a male security guard watches the lobby from behind a layer of makeup. Korean Air holds once-a-year makeup classes for male flight attendants.

“I can understand why girls don’t like to go outside without makeup — it makes a big difference,” said Cho Gil-nam, a tall, stocky 27-year-old insurance fraud investigator in Seoul who starts important days by dabbing on makeup after finishing his multistep morning cleansing and moisturizing routine. He carries a multicolored cosmetics pouch so he can touch up in public bathrooms throughout the day.

While U.S. cosmetics companies report growing sales in male cosmetics, American men are often wary of makeup. “Men Wearing Makeup a Disturbing Trend” was how American columnist Jim Shea titled a recent post.

In South Korea, however, effeminate male beauty is “a marker of social success,” according to Roald Maliangkay, head of Korean studies at Australian National University.

Amorepacific Corp. offers 17 men’s brands, with dozens of products to choose from, and operates two Manstudio stores in Seoul that are devoted to men’s skincare and makeup.