a beauty item that is easily available to men who don't wear makeup. Colored lip balm is popular because it is used not only for moisturizing but also to help with skin tone. Colored lip balm is suitable for men who prefer a natural look because it can brighten lips with color that compliments natural skin tone, but more subtly than lipstick or tint. Cosmetic surgery Men are willing to go to the operating room to make a favorable impression. Botox Men with small wrinkles on their faces, such as around the eyes and mouth, are seeking Botox treatments, such as what women get. Middle-aged men get Botox surgery for skin regeneration and wrinkle removal in the hope of securing a new job. Eyebrow tattoo The eyebrows play a big role in facial expression to the extent that they are called "the roof of the face". Over 100,000 years, the role of eyebrows has become more important as the size of human faces has become smaller and the facial lines have become smoother. Dark eyebrows on a small face make other people more aware of facial expressions. Recently, there has been a trend of men tattooing their eyebrows. The process of a permanent eyebrow tattoo involves designing the eyebrows and filling with pigment. Contouring injection surgery Male contouring injection surgery removes fat from the face and creates clearly defined facial features. Waxing and laser procedures Men are having laser treatments for permanent removal of facial and body hair. Influence in society Increasing importance of personal appearance When asked "What do you think are the criteria for a nice man?", in a survey conducted by the Korea National Statistical Office, "look and fashion" accounted for 22.7%, followed by character, economy, and values. When asked "What do you think of a well-dressed man?", 37.2% thought "cool" and 30.1% said "I want to try". In addition, there is the phenomenon of men valuing appearance over ability. People are undergoing cosmetic surgery to make favorable impressions during interviews. As a result of the perception that a change in facial shape improves first impressions, facial contouring surgery is becoming popular across industries. Corporate strategy There has been a growth in corporate gifting to align with the demand for men's grooming products. Men with sharp features are finding opportunities in conventional advertising. Both men and women have changed their perception of men looking after their appearance