While America has its fair share of metro sexual men, South Korea has the most makeup-wearing men in the world.
Over the last 10 years the number of South Korean men who wear makeup has steadily increased.
"Having a clean, neat face makes you look sophisticated and creates an image that you can handle yourself well," said 28-year-old Cho Won-hyuk. "Your appearance matters, so when I wear makeup on special occasions, it makes me more confident."
South Korea is now the largest market for men`s skincare in the world. In 2011, men in South Korea spent $495.5 million on skincare products alone.
The reason for men to don a little mascara? Fierce competition for jobs, advancement and romance. A growing number of South Korean woman prefer, even expect their men to pamper their skin.
Korean Air even holds annual male makeup classes for its staff.