MILKY complexions, perfect glowing skin, pastel-colored hairstyles, multiple earrings, flashy costumes, and bright makeup? You’ve got yourself a K-Pop idol!
Over the years, K-Pop has established itself as an international sensation, taking the world by a storm and stealing the hearts of many — including mine — in its wake. It has shown the world a snippet of what Asia has to offer, increasing Asian representation in both the global music landscape and pop culture. However, beyond that, K-Pop has brought huge changes in the beauty scene and has redefined how many view masculinity.
If you have ever seen a South Korean male idol, you would instantly realize that they do not conform to the traditional standards of masculinity. Instead of the alpha male dominance, tough exteriors, facial hair, body hair, and rippling muscles — although, K-Pop idols are also extremely fit — you get soft, beautiful yet manly men with eyes, lips, faces, skin, and complexions many women would be jealous of. This “soft masculinity”, that many have perceived as effeminate or even “gay”, is what characterizes these male idols and is showing the world a different definition of masculine.
Putting on makeup and taking care of one’s complexion is seen by the world as an activity exclusively for women and probably for people in the LGBT community. However, this is not the case for South Koreans, who have become the largest male skincare consumers, growing 44% in the past decade with an annual consumption of $1.14 billion in the male grooming market according to Euromonitor. In other words, it is a normal scene for South Korean men, whether they are idols or just normal civilians, to put on makeup and take care of their skin because it is their belief that looking their best is a sign of respect to the people around them. Beyond that, putting on makeup and allotting time to style oneself is said to make South Korean men feel much more cool and confident according to Yang Huiyeon, a makeup artist of K-Pop idol groups such as Pentagon.
In short, K-Pop idols don’t put on makeup and dress up because they want to look feminine or masculine but because they want to show the beautiful side of themselves to their audience and fans. And through their fame and influence, they have hopefully shown that taking care of one’s complexion, taking time to groom oneself, and putting on makeup is something that everyone can and should do regardless of their gender because it is a form of self-love and self-care. After all, makeup and looking good is an art that has no boundaries, gender, or sexuality.
In addition to challenging and influencing the perceptions of many regarding men who put on make up and take care of their complexions, male K-Pop idols also have challenged and changed the masculine standards that a man should never show weakness or act cute but maintain a tough exterior. It is a common sight in the K-Pop industry for male idols to do aegyo or expressing and displaying affection with cute voices, facial expressions, and gestures. What’s more, it is also common for male idols to cry during concerts or award ceremonies in front of thousands, millions, or even billions of fans after receiving awards, nominations, and the love and support of their fans. Still, rather than thinking that these male idols are too weak and feminine, fans find them quite charming and masculine.
So how do South Korean male idols exude their masculinity and steal the hearts of women when they look almost as beautiful as flowers? It is not only because they are killer dancers, amazing singers, hard-working, and talented but also because of their confidence that draws people in. After all, masculinity isn’t about the physical appearance but about the confidence within and this is where K-Pop is expanding and moving the world’s idea of masculinity towards.
Story by Sophia Nicole Chua (Running on stress)
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