The K-Pop stars have become the idealized version of masculinity in South Korea, driving a growing trend of Korean men purchasing and using cosmetics. This study investigates the psychological factors that influence cosmetics consumption among young Korean males, focusing on masculinity, overt narcissism, covert narcissism, and face consciousness. Data was collected from young Korean males aged 19 to 39. The analysis showed that masculinity significantly influences cosmetics consumption. Overt narcissism and covert narcissism significantly influence cosmetics consumption as well. However, face consciousness did not significantly affect cosmetics consumption in this study. The results also revealed that higher cosmetics consumption leads to greater body image satisfaction among young Korean males. Future research should include a more diverse sample and a wider range of products.

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