Recently, I spent an entire day working at a HERA store within EVEANDBOY, Thailand’s famous beauty concept store brand. As if I were back in Korea, K-pop songs played continuously throughout the store. Though some tracks were from slightly different trending periods than in Korea, seeing Korean culture naturally permeate corners of the world filled me with pride. After HERA makeup shows in Thailand, many clients request touch-ups as their makeup has come off or slid off. As Seoul beauty expands globally, it makes us reflect on whether we’ve truly experienced makeup adequately ourselves.

There’s so much I only discovered after leaving Korea. How abundant and delicious the side dishes at Korean restaurants are, how grateful we should be for a culture where tipping isn’t required. I’ve come to newly appreciate everything I once took for granted. At this moment, as Seoul beauty is expanding worldwide, I believe we should once again sincerely appreciate and experience the value of makeup.

1. Skin Flushed with Neon Pink

Even in men’s makeup, blush remains a vital element for conveying a healthy glow. This season, fluorescent-leaning pink tones are gaining attention. While blush was traditionally placed above the cheekbones, it’s now applied lower to create a subtle pink glow across the entire face. Lip colors were also matched with light pink tones to naturally connect the overall color scheme.

A thought suddenly occurred to me. While we say our brands can be used by men too, have I ever felt resistance when seeing men wearing makeup? Even as a makeup artist, I still feel some awkwardness, but to develop a global mindset, I had to start by convincing my own heart.

The men I encountered during my Thailand business trip didn’t limit themselves to stereotypical “men’s makeup.” They didn’t just stick to foundation and lip balm, for instance. Each wore diverse makeup that reflected their personal character. When I see male clients with bold cheek color or full, long lashes, I can feel how passionately they approach makeup. Seeing people like this makes me think, “They’re earnest about makeup,” and I resolve to introduce HERA in ways that satisfy even highly engaged makeup enthusiasts.

At the HERA store in Central Chidlom, a premier department store in Bangkok, Thailand, men occasionally book makeup appointments. Some express their love for makeup like male K-pop idols and request that style. I don’t want to joke like the salon meme, “This is a curling iron, sir,” by saying, “Idols are already perfect, so it’s difficult, sir.” I believe anyone can express their desired K-pop idol style while highlighting their charm.

2. Enhanced Lip Conditioning

Korea’s beauty market has experienced remarkable diversity in the self-care sector. Globally, the lip care market continues to grow steadily, and recently, high-gloss transparent lip makeup reminiscent of serums or oils has emerged as one of the trending styles for men. The combination of matte skin expression with moisturized lip finishes creates a clean, sophisticated image that includes only what’s essential.

Global customers already recognize that Korean makeup and skincare products are richly infused with beneficial skin ingredients.

As Korean beauty products gain dominance in the global market, an increasing number of products now incorporate the Korean identity into their packaging. In Thailand, K-beauty is so popular that when I see packages featuring the Korean flag that seem a bit unfamiliar and check the country of manufacture, they sometimes read “MADE IN THAILAND.” This sight brings mixed feelings—gratitude alongside a sense of indignation. It’s a marketing strategy based on the idea that products sell better when they appear to be made in Korea. Of course, I can understand this approach to some degree.

The brand’s stature is also evident on HERA’s official YouTube channel. Among countless comments, one particularly touched and moved me: “K-beauty is national power.” As someone who loves Korea and cherishes Amorepacific, this recognition of K-beauty’s value from someone visiting our channel felt deeply meaningful. I’d love to send a small gift to the person who left that comment. Dahye Han, HERA’s YouTube producer, also seemed moved by this comment and left a reply. Perhaps moments like these are the proper reward for the work we do.

3. Even More Striking with Color

Colorful makeup that coordinates with eyeshadow and accessories, such as tinted glasses and headwear, stood out prominently. While emphasizing natural skin expression and texture, the details that showcase individuality are particularly noteworthy. Beyond grooming, sophisticated base makeup that incorporates skin texture, a hydrated glow, and shading* demonstrates how Gen Z male consumers’ skincare routines are naturally extending into makeup. The increasingly refined and dimensional skin expression—featuring subtle tone-up effects, delicate under-eye circle coverage, and shading beneath the cheekbones—is particularly impressive.

Some collections featured makeup with light shading using eyeshadow, but far from compromising masculinity, it only enhanced the overall appeal.

I recently encountered an interview with Sungwon Jee, Executive Managing Director at Hyundai Motor Company, in a column from the knowledge content subscription service Longblack. Regarding ways to enhance brand power, he stated, “The research division must be number one in research, sales must be number one in sales, and marketing must be number one in marketing—each field must excel in its area.” I believe this principle applies equally to makeup, not just business strategy. The product’s texture, color, and the mood I define for today must all align perfectly for a unique appeal to emerge.

4. Contouring Deeper and Stronger

Shading that naturally emphasizes bone structure defines this season’s trend. While I learned that makeup should enhance facial strengths and conceal weaknesses, this season instead intensified the expression of hollow cheeks and the areas beneath them. Contour colors were chosen to complement male skin tones, utilizing orange-tinted brown shades that could almost be mistaken for blush.

Contour products infused with skin conditioning ingredients and mineral powder offer excellent application—they layer seamlessly over foundation without showing, finishing as smoothly as a second skin. On silky skin that avoids any flashy expression, eyebrow and eye definition also emerged as crucial focal points this season. While the overall look remains minimal, eyebrows received more structural grooming. Using brown, ash, and dark khaki tones to emphasize eye depth, “enhancing natural character” through facial dimension became one of this season’s key themes.