BB creams prove popular with men in Korea

Roughly 56% of Korean men are now using functional cosmetics on a regular basis while 10% are using BB creams, according to a joint nationwide survey of 1,498 consumers aged 15+ by the Korea Food and Drug Agency and the Consumers Union of Korea.

The purpose of the survey was to explore consumer perceptions and their usage of cosmetics. Participants included 1,000 women and 498 men. The study found functional cosmetics to be popular with women as well as men, with 83% of Korean women admitting to using functional cosmetics, of which those with sunscreen functions were the most popular.

Male cosmetics usage, however, was not confined to BB creams. About one third of male consumers said they use at least one cosmetic product such as mascara, eyeliner, eye cream, moisturiser or serum as part of their daily skin care ritual. Though the research did not directly ask, it is presumed that many men initially used their partner’s cosmetics.

Key reasons for male usage included moisturising, protecting the skin and supplying nutrition. Overall, the results suggested men had an increased understanding of how to take care of their skin and how to deal with perceived skin problems.