South Korea has become the “male makeup capital of the world.” South Korean men spent $495.5 million on skincare last year, accounting for nearly 21 percent of global sales.

“I can understand why girls don’t like to go outside without makeup — it makes a big difference,” said Cho Gil-nam, a tall, stocky 27-year-old insurance fraud investigator in Seoul who starts important days by dabbing on makeup after finishing his multistep morning cleansing and moisturizing routine. He carries a multicolored cosmetics pouch so he can touch up in public bathrooms throughout the day.

American men- would this ever happen here, in the good old US of A?