Ladies, step aside. In South Korea, cosmetics companies are now targeting men.

South Korean men are the world's top per-capita consumers of skincare products, with four times the purchases of runner-up Denmark, according to Euromonitor. The grooming industry is worth more than $1 billion, with projected growth of nearly 50% over the next five years. Korean men are not just buying aftershave and lotion, either. Demand is increasing for anti-aging products, masks and mists. Alex Taek-Gwang Lee, a cultural analyst at Kyunghee University, said that men are using more cosmetics because in South Korea, appearance is everything.