A growing number of South Korean men are seeking laser hair removal procedures, marking a shift in beauty standards that once celebrated dark facial hair as a symbol of masculinity.

Park, a 28-year-old male office worker, is among those who recently embraced this trend. He booked a full facial hair removal procedure for $250 (330,000 won) on an online platform specializing in plastic surgery and cosmetic procedures. The treatment targets hair on the chin, middle of the face, and sideburns. “I looked much younger without the beard marks in a Photoshopped profile photo,” Park explained. “I realized removing these marks could significantly change my appearance, so I compared reviews and decided to go for the procedure.”

The rising interest in grooming and personal appearance among men has boosted the popularity of laser hair removal. This semi-permanent solution to facial hair is increasingly viewed as an effective way to achieve clean, clear skin, contrasting with past perceptions that associated facial hair with masculinity.

La In-yeop, another 28-year-old office worker, undergoes laser hair removal every three weeks. “My facial hair grew back quickly, and the beard marks were quite prominent,” he said. “Post-treatment, people have noticed a cleaner look, and the compliments are encouraging.”

The trend is not limited to office workers. Male politicians, frequently appearing on television with semi-permanent procedures like eyebrow tattoos, have also influenced this grooming shift. “Many politicians have eyebrow tattoos, and seeing my friends getting semi-permanent treatments made me comfortable with the idea of hair removal,” said Lee, a 27-year-old male office worker.

Dermatology clinics specializing in hair removal are witnessing a surge in clients. These clinics cater to a diverse age range, offering services that extend beyond facial hair removal to include treatment for underarms, chest, abdomen, and other body parts.

“Clients from their 20s to 50s seek facial hair removal, but younger individuals often opt for additional areas like underarms and chest.” a dermatologist at a clinic near Gangnam Station in Seoul noted.

This article was originally published on Dec. 12, 2023.