South Korean cosmetic makers bank on K-pop allure and young, fashionable men to sell men’s cosmetics in Asia. K-pop boy bands are the rage all across Asia. Their stylish looks, flamboyant performances, and catchy tunes are not only attracting girls but fashion-conscious young men as well. South Korean cosmetics makers are gambling on the allure of K-pop stars to win over Asia’s growing market for males cosmetics. Research firm Euromonitor says South Korean men spend 900 million US dollars a year on beauty products. That’s more than one fifth of the global total. [Kim Jae-young, Male Cosmetics Consumer]: “My male friends use about four or five products. Also, some friends put on eye liner and mascara. I think the interest and preference for men using cosmetics is growing.” Asian cosmetics conglomerate Amore Pacific owns both mass market and prestige brands. [Yeti Gong, Marketing Executive, Amore Pacific]: “The current domestic market shows an approximate 15 percent growth rate per year. As the men’s cosmetic market continues to grow within Asia, the growth rate (in Asia) is expected to be similar to be that of the domestic (South Korean) market.” But K-pop advertising alone is not the reason for the popularity of Korean mens cosmetics. Alex Gun, a 25-year-old wardrobe stylist in Kuala Lumpur says the make-up is better suited to Asian skin. [Alex Gun, Malaysian Wardrobe Stylist]: “Compared to Asian cosmetics, Western products are thicker after being applied, which is why I …