Demand for Grooming's summer management due to prolonged heatwave ↑…Sales of hair removal, deodorant, and foot care products are booming
Aug 05, 2025
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It is analyzed that this is not irrelevant to the increase in appearance 'grooming people'. According to market research firm Euromonitor, the size of the domestic men's cosmetics market, which was KRW 1.64 trillion in 2020, expanded by about 13% over the past four years to KRW 1.121 trillion last year.
In particular, an increasing number of men are actively managing not only sweat and sebum, but also hair removal and coloring in the summer.
According to SSG.COM's analysis of male customer purchase data for the month of July, sales of hair removal machines increased 183% year-on-year, and sales of hair removal and waxing products surged 159%. During the same period, male customers' sales of hair removal and shaving machines also increased by 143% on the fashion platform W Concept.
Skin care products also showed a rise in sales. SSG Dotcom analyzed that sales of sunsticks, chestnuts, and sprays, which are good for use in the body, increased by 48%. Sales of foot care products increased by 400% at W Concept. Sales of deodorant and body mist also increased by 306% as the smell generated by sweat meeting bacteria on the skin's surface can be felt more strongly in the summer.
This is analyzed to be largely due to the spread of the culture of 'coolbiz', which recommends light clothing such as shorts and sandals. In fact, sales of SSG dotcom shorts increased 26% year-on-year and sales of sandals and slippers increased 17%.
As the number of sleeveless and shorts increases, interest in beauty devices and whitening products used when you are worried about coloring your elbows, knees, and armpits, which are not usually noticeable, is also increasing.
An SSG dotcom official said "With the combination of heat waves and dress autonomy, an increasing number of male customers are focusing on hygiene and skin care," he said.
This article was translated by Naver AI translator.
