The cosmetics industry has its eyes on men in South Korea! In the past five years, the market for male products has increased by nearly 63% and reached profits of up to one billion in 2014. Nowadays, male entertainment stars are just as likely as their female counterparts to gain exclusive contracts for skincare creams or foundations.

One of the products currently making waves in magazine pictorials is Hera's Essence in Skin toner. The multi-purpose toner has an anti-wrinkle and whitening effect. It also hydrates skin to keep it healthy and glowing with its anti-oxidant properties. The product's spokesperson is New World actor Lee Jung Jae. Queen's Flower star Lee Jong Hyuk has also participated in print advertisements that debuted in BNT International.

The toner was recently spotted in Son Ho Jun's April photoshoot for @Star1. In the pictorial, he presented the entire Homme Cell Vitalizing Set, which includes a sun screen, moisturizer, and CC cream. Ji Chang Wook also endorsed the toner in his vacation-themed pictorial in Bali for the May issue of Marie Claire.

You can shop for the beauty "it" item below!

HERA HOMME CELL VITALIZING ESSENCE IN SKIN

Available on Amazon

Available on YesStyle [Full Set]

To shop for more affordable beauty products used by Korean celebrities, click here!

---

About the Author: Elsa is the founder, head writer, and editor of KPopBreak.com. She's a coffee addict, K-pop enthusiast, fashion lover and one of the few remaining members of the Church of Kristianity.