Park Jae-hyuk is a seasoned journalist who has provided comprehensive coverage of South Korea's corporate dynamics, economic policies, industry challenges and the global positioning of Korean companies. Based on the articles he has written since joining The Korea Times in 2016, his investigative approach has helped readers understand corporate governance, economic trends and business strategies shaping South Korea’s economy.
Female designer eyes Asian men's grooming
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Hellen Choo, founder and CEO of Art and Design International, poses at the company’s office in Mapo-gu, western Seoul, Wednesday. /Korea Times photo by Park Jae-hyuk
By Park Jae-hyuk
By Park Jae-hyuk
The men’s grooming products market in Korea, which has rapidly grown in recent years, is expected to total 1 trillion won ($825 million) this year, as Korean men ― including those in their 40s and 50s ― have recently begun to pay more attention to their appearances.
Yet, few options have been available in the domestic market for Korean men, most of who tend to have thick and coarse hair, unlike Caucasian men’s thin and pliant hair.
So, CEO Hellen Choo of Art and Design International launched men’s lifestyle brand Swagger dedicated to Asian men in 2011.
The brand seeks to expand its presence next year through well-known drugstore chain Watsons, in the newly emerging markets of China and Southeast Asia.
“At first, our company had only helped design products of other cosmetics makers,” the designer-turned-entrepreneur said in an interview with The Korea Times, Wednesday.
“It was not a very lucrative business, so we decided to produce our own in-house brand, after a couple of years in cosmetics manufacturing.”
Choo said few men’s grooming products, except several skincare brands, were available in the domestic market when she started the business.
“After surveying male consumers at that time, we found they are spending more hours on hairstyling than facial makeup,” she said.
To meet such demand, her company first introduced several types of pomades and waxes, which were selected as some of the best new products by the Small and Medium Business Administration.
The CEO said she tried hard to understand what men exactly want, asking for advice from her husband, brother, father, company employees and online consumers.
“Women, however, also have the advantage in making men’s grooming products which are more attractive to women,” she said. “Our company produces men’s cosmetics with the scents that are most preferred by women.”
Most men’s hairstyling products in Korea still smell fruity, just like women’s beauty products. Choo’s company surveyed 500 20-something Korean women on their scent preferences and created scented hair products accordingly.
The products quickly attracted consumer attention, and are now sold at about 8,000 outlets nationwide, including Olive Young, 7-Eleven, LOHBS, Shinsegae Department Stores and Shilla Duty Free.
However, Choo is not satisfied with her present position and is setting her eyes on bigger markets.
“The men’s grooming industry is still at an early stage, so it will grow much bigger in the future,” she said. “I hope Swagger will be one of the industry’s leading brands, which can appeal to more consumers worldwide.”