Why a lot of men in Seoul wear BB cream (and how to try it subtly)
In Korea, a light tone-up cream or BB cream on men is pretty ordinary — think "evened-out skin", not "makeup look". Drugstores even have men’s-only sections.
A 60-second "no-makeup" look
- Moisturiser, then sunscreen
- Pea-sized BB cream, dotted on redness only
- Blend outward with fingers
- Brush brows into place
- Lip balm
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A lot of the appeal is simply looking a bit more even in bright office lighting or photos—not hiding every mark. And the “men’s” shelf is mostly a convenience and marketing category; the finish and shade matter more than the label.
For a subtle first try, choose a BB cream close to your neck (not the palest shade), then use a tiny amount: warm it between fingertips and press a thin layer over the center of the face, blending outward and along the jaw. Check it in daylight; if it looks gray, orange, or like a visible mask, the shade or amount is off. A tone-up cream can be even more noticeable on deeper or olive skin because many leave a pale cast, so swatch before buying. In Korean stores, look for 비비크림 (BB cream) or 톤업크림 (tone-up cream), and ask whether there are testers. Remove it at night with your usual cleanser; if it leaves a film, use an oil or balm cleanser first.