Model Masafumi and make-up artist Hiroki at a department store in Tokyo. Photo: Reuters

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
Topic |   Beauty

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Model Masafumi and make-up artist Hiroki at a department store in Tokyo. Photo: Reuters
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