Meanwhile in South Korea…

Korean culture is highly influential across Asian markets. As such, it is often the first place to launch new and innovative products.

Did you know that in South Korea, Valentine’s Day is dedicated to the men, with women expected to buy gifts for the male figures in their lives? On White Day, which falls one month after, the roles are reversed, and it’s the men who buy the gifts. To capitalise on these holidays, beauty brands have begun to launch unisex makeup products. It may sound risky, but with a bit of insight into the culture, you’ll soon realise just how genius it is.

In Korean culture, it is quite common for couples to dress alike as a way to express their love and commitment, and gender norms are far more blurred than in Western countries. This is thanks in large part to Hallyu, the Korean culture wave that includes K-pop and K-drama. In fact, representing 20% of the male cosmetics market in 2015, South Korean men are the biggest spenders in the world, so...