In the U.S., many men understand the value of maintenance when it comes to their bodies. They buy a gym membership. They lift weights. They track their protein intake. But when it comes to grooming, there’s a wide spectrum of education and effort for how best to take care of one’s skin and face.
That’s far from the case in South Korea, where investing in your appearance is a cultural norm. “Many Korean men approach skincare in the same way they approach fitness or dressing well,” says Ethan Wonuk Hwang, MD, cosmetic physician and director of Cheongdam Lebelle Clinic in Seoul. “It is simply part of showing up as the best version of themselves.” Plus, the goal extends beyond looking good on your Raya profile. “Taking care of your appearance is often viewed less as vanity and more as a reflection of self-respect, confidence, and professionalism,” says Dr. Hwang. It’s even a sign of respect for others.
Spend a few days in Seoul and you’ll see what he means. It’s not unusual to spot men touching up sunscreen on the subway, buying toner on their lunch break, or getting a laser treatment with the same casualness as getting a haircut.
Ahead, discover the core philosophies—plus the products and procedures—that make South Korea one of the grooming capitals of the world, and how you can best adopt them too.
1. Get ahead of the game
If there’s one idea that separates Korean grooming from the American approach, it’s that maintenance beats repair. According to Donald B. Yoo, MD, FACS, board-certified facial plastic surgeon and medical director at HALO Beverly Hills, Koreans have emphasized ‘prejuventation’ long before it started trending stateside. “The focus is maintaining skin health and delaying the aging process rather than trying to wait until problems and signs of visible aging arise to address them,” says Dr. Yoo. The idea is simple: it’s easier (and more practical) to preserve than to repair.
2. Be consistent
Make your skincare routine as ritualistic as brushing your teeth—not something you dabble in at random. “Most Korean men focus on small habits practiced regularly: wearing sunscreen, maintaining hydration, and taking care of themselves on a daily basis,” Dr. Hwang says.
3. Expand your view of masculinity
“In many ways, Korean men helped normalize the idea that self-care and masculinity can coexist,” says Dr. Hwang. “Younger generations in particular are comfortable discussing skincare, hair care, and wellness without feeling that these interests conflict with being masculine.” Spending 15 minutes on your hair every morning is accepted as normal, and grooming also isn’t something they hide behind closed doors. It’s just as common for guys to browse the aisles at Olive Young (a cross between Sephora and CVS, which just launched its first U.S. outpost in Pasadena, California) after work as it is to head to drinks with colleagues.
4. Pick up toner pads
As far as products go, toner pads—a massive category in the K-beauty and grooming market—are like the skincare equivalent of keeping a protein bar in your gym bag: low effort, practical, and easy to reach for. “Depending on the formulation, they’re a convenient way to soothe, hydrate, and even control oil,” says Dr. Yoo. Swipe one on right after cleansing.