And opened up the beauty market to a whole new consumer base.
, makeup artist to K-pop idol groups like Pentagon, agrees: Thanks to the dawn of the internet and more access to videos, K-pop stars had to put more effort into their aesthetics. But it became a decade of rapid change, she says. "Men realized that if they started putting on cosmetics, they'd look cool and more confident.", a former member of the popular second-generation idol group U-KISS, says that understanding Korean masculinity was a culture shock.
And that now includes guys who can fantasize about other K-pop male idols, thanks to K-pop’s first openly gay idol,
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