One impression that many people have of both Asian men and women is that they have great skin, which often makes them look younger than they really are. Once thought to be a strictly genetic thing, it's becoming apparent that it's a lot more than that. For example, in Korea, which has very high expectations and standards of beauty, even men are getting in on the skincare game. According to the BBC, Korean men spend more on beauty products than males from anywhere else in the entire world.

For all those who wondered why all the K-drama and K-pop stars had such prefect skin, now you know. With ever-increasing demand, beauty and skincare products for men are aplenty in Korea, where the cosmetics industry, which rakes in the equivalent of about 10 billion dollars a year, has been actively targeting the demographic for a number of years. According to Luel magazine's editor-in-chief Eric Mun, "In South Korea, being young and active are considered very attractive qualities. Youth equals ability, so you get plus points here if you look younger." 

It seems as though young men in Korea are taking the beauty game ver seriously. Even in the last few years alone, because of aggressive marketing by companies such as Etude House, Missha, Nature Republic, and Tony Moly, guys are becoming more and more comfortable with spending time and effort on their skincare. And like everywhere else, celebrities play a huge role in convincing the targeted consumers to purchase the products they're selling. And with most Korean male celebrities flaunting what is considered to be a metrosexual look in the West, the time is ripe for men in Korea to be looking clean and pretty, just like the stars on television. 

But of course, this trend is not something that lasts a lifetime. Most Korean men will stop applying makeup in the morning once they get married, settle down, and start a family. Beauty is necessary, it seems, but only when you have the need to impress.