The purpose is to study why the South Korean market targets the men for cosmetic industry more than their women. This study was made by referring to various journal articles, blogs and interviews. In which the people interviewed (mostly men) tell how it is very important for them maintain a flawless facade to impress people around them, be it their partner or their bosses. Not only the men but women are also equally affected by the idea of having flawless skin, even they wait to get plastic surgeries done to westernize their looks, mainly their eyes. Data is collected through literature study and blogs. The result says that South Korean men are the biggest buyer of cosmetic products as it brings confidence within them. Even though the men here are the highest consumers of cosmetics, the women are no different even they are so beauty conscious. Plastic surgery has become very common and simple on South Korea.